WACKER
Digitization of an international B2B group
The digital landscape of Wacker Chemie AG
Since 2005, we have been supporting Wacker Chemie AG as the digital lead agency. In close cooperation with Corporate Communications, Marketing, specialist departments and WACKER IT, we are continuously developing the digital platform of the international chemical group – strategically, creatively and technologically.
Over the years, individual digital applications have grown into a powerful platform landscape: from the corporate website to intelligent product searches and international content structures, all the way to the customer portal and digital brand applications. The goal is a consistent, efficiently controllable and internationally compatible umbrella brand presence that makes complex content easy to understand and positions WACKER securely for the future in the long term.
Technologies:
FirstSpirit CMS, frontend, backend, Java
Our services
Corporate design & design system: a scalable digital foundation
Together with Wacker Chemie, we implemented a new digital design system for wacker.com. The basis was the new corporate design, which we translated into a scalable, low-barrier and high-performance system for WACKER’s digital touchpoints.
It was not just about a visual update. The new design system links brand, content and technology in a central digital foundation. Previously scattered content formats, modules and codebases were consolidated and transferred into standardized components. This created a modern platform that reduces maintenance effort, enables clear governance and makes further development significantly more efficient.
For WACKER, this means: a consistent brand presence across different page types, improved maintainability, increased security and more scalability for future requirements. At the same time, existing content could be migrated efficiently and partially automated – with noticeable benefits in terms of time, costs and project risks.
The project was implemented using the established iterative SAFe model of WACKER IT. Through structured planning, early feedback and high transparency, multiple subprojects, systems, internal units and external service providers were able to collaborate reliably.
Key results:
uniform digital translation of the new corporate design
standardized modules instead of individual one-off solutions
consolidated codebase and reduced technical complexity
better maintainability, security and scalability
low-barrier design for greater accessibility
more efficient collaboration between specialist departments, IT and service providers
The personalized WACKER customer portal
WACKER communicates with very different target groups: global, regional, highly specialized and increasingly personalized. An important building block for this is the protected login area of the website.
In the personalized customer portal, WACKER customers receive content, products and functions that are tailored to their needs. Relevant information can be found more quickly, products can be saved and accessed again, and the digital relationship between WACKER and its customers is more strongly aligned with specific usage situations.
This turns the corporate website not only into an information platform, but into a digital service channel for existing and potential customers.
Internationalization: global brand, local relevance
As an international chemical group, WACKER is active in many markets, languages and regional contexts. The website therefore has to combine global brand management with local relevance.
We support WACKER in the international alignment of its digital communication through different language versions, localized content and country-specific deliveries. This allows central content to be managed consistently while still being adapted to regional requirements.
An important building block here is the WACKER Brand Portal. It bundles key information about the brand in one place and helps employees and partners worldwide apply the brand consistently.
The goal of our collaboration was that everything our customers see should feel like it comes from a single source: our completely revamped online portal achieves this! It links our product system with marketing and offers all website visitors a pleasant and brand-faithful user experience.
Lead generation through relevant content and flexible formats
The products and application possibilities of WACKER are diverse: from construction materials and electronics to energy, textiles, leather and thermal insulation. To prepare these topics in a way that is understandable, relevant and activating for different target groups, new content formats and page types were developed.
Instead of purely product-oriented communication, the formats enable a stronger entry via topics, applications and specific information needs. Content modules such as hero stages, quotes, image galleries, interactive charts or hotspot elements help to explain complex content clearly and guide users more purposefully towards contact, product interest or lead generation.
In this way, the website supports not only brand communication, but also marketing and sales goals.
Finding complex products easily
WACKER’s product world is highly specialized. A central task of the website is therefore to guide users quickly to the right products, information and contacts.
To this end, we developed an intelligent, guided product search. Via an interface to the product information management system, product data is integrated and displayed in a user-friendly way. Filters, facets and comparison functions help narrow down the search and evaluate products based on relevant characteristics.
The product detail pages are also designed for orientation: clear structures, jump links and technical data help users grasp complex information quickly.
Further technical elements
Over the years, numerous digital applications and technical building blocks have been created that extend the WACKER website and make its operation more efficient:
Media library: central application for publications, product brochures and downloads with filtering and sorting functions
Sales and distributor search: guided search for suitable contacts and distribution partners worldwide
Smart Assistant: watch list and bookmark functions as well as ordering options directly on the website
Form builder: flexible form solution for business units, including integration with Salesforce
UX testing: regular review of key applications for comprehensibility, orientation and user-friendliness
Digital platforms for complex B2B communication
Collaboration with WACKER shows how digital communication in an international industrial company can be further developed over the long term: step by step, systematically, and closely aligned with the requirements of brand, marketing, IT and customers.
This creates a platform that meets today’s requirements and at the same time lays the foundation for responding more quickly, efficiently and securely to new business and communication demands.
Are you currently working on building a customer portal, further developing your corporate website or creating a digital design system? Then get in touch with us. We will be happy to show you how we approach such projects strategically, creatively and technologically.
YOUR CONTACT PERSON
- Dorte Lücker
Consultingsynaigy
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