Liebherr
The digital transformation of the Liebherr brand: interactive tools implement the corporate website of the B2B company as a global umbrella brand portal.
Liebherr Corporate Website
Im Jahr 1949 gründete Hans Liebherr das bis heute inhabergeführte Familienunternehmen Liebherr. Der Konzern beschäftigt mehr als 43.000 Mitarbeiter/innen in mehr als 130 Gesellschaften in über 50 Ländern. Die elf heterogenen Produktsparten umfassen Baumaschinen, Krane, Verkehrstechnik und vieles mehr. Die zentrale Aufgabe für interactive tools lautete, die Digitale Transformation der B2B-Premium-Marke Liebherr mit der Umsetzung des internationalen Dachmarkenportals ganzheitlich und nutzerorientiert voranzutreiben.
Technologien:
FirstSpirit CMS, Frontend, Backend, Java, .Net, Elasticsearch
Unsere Leistungen
Everything under one roof
interactive tools integrates the entire group world of liebherr.com into digital communication channels. Connecting the individual media creates a consistent, international brand presence tailored to each target group. The new corporate website brings together the company's eleven business divisions in one umbrella brand portal. This included a complete redesign and conception of a scalable portal that unites all eleven product divisions and showcases the Liebherr employer brand to full effect. The new website was meant to reflect Liebherr's quality and product diversity, with sales and service processes playing a central role.
Continuous relaunch
As the lead digital agency, we are implementing 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 expectations of potential customers for the new website. These insights provided the key background for the concept and information structure of the umbrella brand portal, which is implemented in the form of a continuous relaunch. Instead of a single large-scale mammoth project, the website is continuously expanded in an ongoing 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 in the CMS and individually adapted for various purposes. Thanks to the new application, Liebherr customers quickly find the right contacts with all contact details, fully georeferenced on a Google Map.
Technical innovation with the CMS FirstSpirit
The content management system FirstSpirit enables the central management of company-wide content. The content output can take place via various channels and brand portals. There is the possibility to deploy data department-wide for multiple uses in IT systems. In the search, we placed particular emphasis on performance and functionality. With a full-text search based on Elasticsearch, the user can search specifically in individual areas. At the same time, all document types can be captured in the respective language versions. We expanded FirstSpirit with a dynamic output layer based on Java Spring. This allows individual areas of the page to be expanded into a dynamic application - functional scope and properties can be set in FirstSpirit.
Future-proof web design
The responsive implementation allows the adaptation of the content to different resolutions and views on all devices. The individual system modules are freely adaptable. They can be easily stylistically adjusted 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. With adjustments in the content management system FirstSpirit, the corporate portal is available in multiple languages. All texts can be managed multilingually 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 relaunch phase.
Product staging & innovative storytelling
With customer-centric stories, the products and services of the Liebherr divisions are staged in a new way. From the wine fridge to the lattice boom crane, from impressive images to technical details - with a dynamic presentation, interactive stages, and an interface to the product assortments, Liebherr products become tangible.
The new website successfully communicates the core values of the family-owned company across the various sectors and simultaneously presents Liebherr as a global premium brand in the B2B sector.
Product comparison: All information at a glance
To make it easy and clear for visitors to compare the most interesting products for them, the product comparison is an important feature used on division portals. During their visit, users can add products from a range to their individual product comparison. On the comparison page, the selected products can then be clearly compared in a table, and product attribute groupings can be additionally shown and hidden. All product features are fed from the central product information system, so only one database interface is necessary.
Staging of the household appliances product division
After the realization of the international umbrella brand portal liebherr.com, interactive tools developed a separate web presence for Liebherr household appliances. This is aimed at the special target audience of the product division: B2B customers, sales partners, and directly at the consumer.
Online business report in magazine look
With the digital implementation of the business report, Liebherr and interactive tools achieve another milestone in the digital transformation of the Liebherr brand. The lively and unique presentation of the business areas provides intensive insights into the diverse world of the company from Biberach. Unique highlights give the extensive report an unmistakable look & feel: from stages and videos that stretch across the entire browser width, animated graphics and engaging scroll events to tab modules for detailed information. New animated map and diagram modules are also used for presenting key numbers and facts.
B2B award won
For the project "The digital transformation of the Liebherr brand," interactive tools wins the B2B award "GWA Profi" of the Gesamtverband Kommunikationsagenturen.
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