WACKER
Digitization of an International B2B Group
The Digital Landscape of Wacker Chemie AG
Since 2005, we have served as the lead digital agency for Wacker Chemie AG. Working closely with Corporate Communications, Marketing, business units, and WACKER IT, we continuously develop the international chemical company’s digital platform—strategically, creatively, and technologically.
Over the years, individual digital applications have evolved into a powerful platform ecosystem: from the corporate website to intelligent product search functions and international content structures, all the way to the customer portal and digital brand applications. The goal is a consistent, efficiently manageable, and internationally compatible umbrella brand presence that makes complex content easy to understand and positions WACKER for the long term.
Technologies:
FirstSpirit CMS, Frontend, Backend, Java
Our Services
Corporate design & design system: a scalable digital foundation
Together with Wacker Chemie we built new digital design system for wacker.com. Based on new corporate design, which we turned into scalable, low-barrier, high-performance system for WACKER's digital touchpoints.
This wasn't just about visual update. New design system connects brand, content and technology in central digital foundation. Previously scattered content formats, modules and codebases were consolidated and transferred into standardised components. This created 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, better maintainability, higher security and greater scalability for future requirements. At the same time, existing content could be migrated efficiently and, in part, automatically – with noticeable benefits in time, cost and project risk.
The project was implemented using WACKER-IT's established iterative SAFe model. Through structured planning, early feedback and high transparency, several sub-projects, systems, internal units and external service providers were able to collaborate reliably.
Key results:
Consistent digital translation of the new corporate design
Standardised modules instead of individual bespoke solutions
Consolidated codebase and reduced technical complexity
Better maintainability, security and scalability
Low-barrier design for greater accessibility
More efficient collaboration between departments, IT and service providers
The personalised WACKER customer portal
WACKER communicates with very different target groups: global, regional, subject-specific and increasingly personalised. An important building block for this is the website's protected login area.
In the personalised customer portal, WACKER customers receive content, products and functions tailored to their needs. Relevant information can be found more quickly, products can be saved and revisited, and the digital relationship between WACKER and its customers is more closely aligned with specific usage situations.
This way, corporate website becomes not just information platform, but digital service channel for existing and potential customers.
The Personalized WACKER Customer Portal
WACKER communicates with a wide variety of target groups: globally, regionally, in specialized fields, and in an increasingly personalized manner. A key component of this is the secure login area of the website.
In the personalized customer portal, WACKER customers receive content, products, and features tailored to their needs. Relevant information can be found more quickly, products can be bookmarked and accessed later, and the digital relationship between WACKER and its customers is more closely aligned with specific usage scenarios.
In this way, the corporate website becomes not just an information platform, but a digital service channel for existing and potential customers.
Internationalisation: global brand, local relevance
As international chemical group, WACKER active in many markets, languages, regional contexts. Website must bring global brand management and local relevance together.
We support WACKER with the international alignment of its digital communication through various language versions, localised content and country-specific delivery. This allows central content to be controlled consistently while also being adapted to regional requirements.
One important building block here is the WACKER Brand Portal. It brings together central brand information in one place and helps employees and partners worldwide apply the brand consistently.
The goal of the collaboration was for everything to come from a single source for our customers: our completely redesigned online portal achieves that! It links our product system with marketing and offers all website visitors a pleasant, brand-consistent user experience.
Lead generation through relevant content and flexible formats
WACKER's products and applications are diverse: from building materials to electronics, energy, textiles, leather and thermal insulation. To present these topics in a way that's understandable, relevant and engaging for different target groups, new content formats and page types were developed.
Instead of purely product-oriented communication, the formats enable a stronger entry point via topics, applications and specific information needs. Content modules such as stages, quotes, image galleries, interactive charts or hotspot elements help explain complex content vividly and guide more specifically towards contact, product interest or lead.
This means the website supports not only brand communication, but also marketing and sales objectives.
Finding complex products made easy
WACKER product world highly specific. Central task of website therefore: guide users fast to right products, information, contacts.
For this we developed an intelligent, guided product search. Product data is integrated via an interface to the product information management system and displayed in a user-friendly way. Filters, facets and comparison functions help narrow the search specifically and evaluate products by relevant attributes.
Product detail pages also designed for orientation: clear structures, anchor links, technical data support users grasp complex information fast.
Further technical elements
Over the years, numerous digital applications and technical building blocks have emerged that extend the WACKER website and make operations more efficient:
Media library: central application for publications, product brochures and downloads with filter and sort functions
Sales and distributor search: guided search for suitable contacts and sales partners worldwide
Smart Assistant: note and bookmark functions as well as ordering options directly on the website
Form builder: flexible form solution for departments, including integration with Salesforce
UX tests: regular review of key applications for comprehensibility, orientation and user-friendliness
Digital platforms for complex B2B communication
The collaboration with WACKER shows how digital communication in an international industrial company can be developed further long-term: step by step, systematically and close to the requirements of brand, marketing, IT and customers.
This creates a platform that meets today's requirements while also laying the foundation for responding faster, more efficiently and more securely to new business and communication requirements.
Are you currently working on building a customer portal, developing your corporate website further, or a digital design system? Then get in touch. We're happy to show you how we approach such projects strategically, creatively and technologically.
YOUR CONTACT PERSON
- Dorte Lücker
Consultingsynaigy
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