Liebherr
The Digital Transformation of the Liebherr Brand: interactive tools implements the Corporate Website of the B2B company as a global umbrella brand portal.
Liebherr Corporate Website
In 1949, Hans Liebherr founded the family-owned business Liebherr, which remains privately managed to this day. The group employs more than 43,000 staff in over 130 companies across more than 50 countries. The eleven heterogeneous product divisions include construction machinery, cranes, transport technology, and much more. The central task for interactive tools was to holistically and user-orientedly advance the digital transformation of the B2B premium brand Liebherr with the implementation of the international umbrella brand portal.
Technologies:
FirstSpirit CMS, Frontend, Backend, Java, .Net, Elasticsearch
Our Services
Everything Under One Roof
interactive tools integrates the entire corporate world of liebherr.com into digital communication channels. The networking of individual media creates a consistent, international, and target group-oriented brand appearance. The new corporate website unites the company's eleven business areas in an umbrella brand portal. This included the complete redesign and creation of a scalable portal that unifies all eleven product divisions and optimally showcases the Liebherr employer brand. The new website should reflect Liebherr's quality and product diversity, and the sales and service processes should play a central role.
Continuous Relaunch
As the lead digital agency, we realize the international rollout of the corporate website together with Liebherr-International Deutschland GmbH. At the start of the project, we examined the old website in usability tests and thus determined the potential customers' expectations of the new website. These insights provided the essential background for the concept and information structure of the umbrella brand portal, which is being implemented as part of a Continuous Relaunch . Instead of a single, extensive mammoth project, the website is continuously expanded through the process of many small releases and optimizations.
Global Address Output
Liebherr maintains a worldwide sales and service network. For central and easy-to-use address management, we developed an integration solution that connects Microsoft Dynamics CRM, the CMS FirstSpirit, and Google Maps. The application is available in 18 languages and can be flexibly configured within the CMS and individually tailored for various purposes. Thanks to the new application, Liebherr customers can quickly find the right contact persons with all contact details, fully georeferenced displayed on a Google map.
Technical Innovation with CMS FirstSpirit
The Content Management System FirstSpirit enables centralized maintenance of company-wide content. Output of content can occur across various channels and brand portals. It is possible to play out data for multiple uses in IT systems across departments. In the search, we emphasized performance and functionality. With a full-text search based on Elasticsearch, users can specifically search in individual areas. At the same time, all document types can be captured in respective language versions. We extended FirstSpirit with a dynamic output layer based on Java Spring. This enables individual sections of the site to be expanded into a dynamic application - functionality and properties can be set in FirstSpirit.
Future-Proof Web Design
The responsive implementation allows contents to adapt to different resolutions and views on all devices. The individual system modules are freely adaptable. They can be easily stylistically adapted for microsites and product brand appearances and used across new templates.
Internationalization
The relaunch of the central corporate portal is part of an internationalization strategy. Through adjustments in the Content Management System FirstSpirit, the company portal is accessible in multiple languages. All texts can be managed multilingual via interfaces and played out on the country pages of the umbrella brand portal. The country pages of the corporate website will go live in the third phase of the relaunch.
Product Staging & Innovative Storytelling
With customer-oriented stories, the products and services of the Liebherr divisions are staged uniquely. From wine coolers to lattice boom cranes, from impressive images to technical details - with a dynamic presentation, interactive stages, and an interface to product assortments, Liebherr products come to life.
The new website successfully communicates the core values of the family business across various areas and portrays Liebherr as a global premium brand in the B2B sector.
Product Comparison: All Information at a Glance
So that visitors can easily and clearly compare the most interesting products for them, the product comparison is an important feature used on division portals. Users can add products from an assortment to their individual product comparison during their visit. On the comparison page, the selected products can be clearly compared in a table, and product attribute groupings can be additionally shown and hidden. All product features are fed via the central product information system, requiring only one database interface.
Staging of the Home Appliances Product Area
After the realization of the international umbrella brand portal liebherr.com, interactive tools developed a separate online presence for Liebherr Home Appliances. This is aimed at the special target group of the product division: B2B customers, sales partners, and direct consumers.
Online Annual Report in Magazine Look
With the digital implementation of the annual report , Liebherr and interactive tools reach another milestone in the digital transformation of the Liebherr brand. The lively and unique presentation of business areas provides intensive insights into the diverse world of the company from Biberach. Unique highlights give the expansive report an unmistakable look & feel: from stages and videos that span the entire browser width to animated graphics and entertaining scroll events, to tab modules for detailed information. New animated map and diagram modules are additionally used to present the most important numbers and facts.
B2B Award Won
For the project "The Digital Transformation of the Liebherr Brand" interactive tools win the B2B-Award "GWA Profi" of the German Association of Communication Agencies.
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- Dorte Lücker
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