Henkel AG & Co. KGaA is one of the most internationally aligned German-based companies in the global marketplace and is headquartered in Duesseldorf, Germany. Henkel operates worldwide with leading brands and technologies in three business areas: laundry & home care, cosmetics/toiletries and adhesive technologies and has been a client of Marketing Factory Consulting GmbH from 1999 to 2016.
Marketing Factory was responsible for the web presence of many Henkel consumer adhesive brands for more than 10 years. Because Henkel wanted to offer its customers a project and problem-oriented consultation service, the idea of creating a brand-spanning platform arose: henkelhaus.de Marketing Factory was responsible for the conceptual, creative, and technical implementation of this online service.
By integrating the extension TYPO3 commerce with the existing backend system on the basis of TYPO3, Marketing Factory was able to maintain all consumer adhesive products in one single backend.
The consumer adhesive brands were all combined under the roof of „Henkelhaus.de“, the „House of Henkel“. Unique in its complexity and conception, this newly developed platform offered qualified consultation and individual support for questions concerning DIY-activities including:
An animated house acted as a fun navigation aid for users looking for suitable solutions for DIY projects in their home and garden.
Three topic ranges were available to the user:
A major advantage of this installation was the possibility to link every single page with keywords. With the help of these keywords one could easily find out how many pages were focusing on the same topic or how often a certain product was linked with just a few clicks. In this way it was possible to quickly identify products or topics which were under- or overrepresented and the editorial work could be optimised accordingly.
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