When you completely reposition the online-communication of a traditional company that shows up carrying the baggage of unresolved legal and other requirements for international branding, describing how you did so definitely merits a few extra words. But this we can say straight away: In 2012 something extraordinary emerged as a result.
In January 2012, recognizing a need to include online sales in its marketing efforts, the P&C Group engaged Medienwerft, as lead agency, to develop an online plan for its strategic repositioning. This plan is the basis for the Group’s use of all current and future online activities. In light of its specific legal environment, the first order of business was to address some complex trademark-related issues. The aim was to develop robust long-term solutions for the different media used by the two companies P&C and VAN GRAAF.
On the basis of the new online communication strategy, the company websites www.peek-und-cloppenburg.de and www.vangraaf.com , including six more national versions, underwent a relaunch. The focus in terms of design and content lay on the eventual integration of the online shop.
- Online marketing
- Social media
- TYPO3 staging and live servers
- eCircle for newsletter distribution
- etracker (for web analysis and online marketing optimization)
- Ajax, jQuery, PHP, Apache Web server
- MySql on a high-availability Sun cluster
Because of the partial overlap between the product catalogs for the VAN GRAAF and Peek&Cloppenburg brands, the task called for building two brand websites with similar infrastructure and making their content accessible through seven national versions in the local languages. Integrating a total of 35 fashion houses, each with its own house page and brand database, presented an additional challenge. Optimizing all of this content for tablet use and using parallax scrolling effects to create a special experience also were formidable tasks in themselves. And the editors involved in managing the content needed a system that was easy to use and flexible. All of that combined with a conceptually and technically mature connection to the online shop and the importation and staging of magazine content resulted in a solution that is highly complex but well worth seeing.