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.
The internationally oriented digital communication strategy of P&C Hamburg and its subsidiary VAN GRAAF was designed to include several partner businesses and to overcome various legal and structural hurdles. The need for online communication in multiple languages, the international retail business, and the newly introduced online shop presented additional design considerations. What emerged is a creative master concept that is highly ambitious from a communication standpoint and has produced a new, technically robust and durable infrastructure. Good and already well-established processes for maintaining the page were to be retained, and various areas were to be decisively optimized in the back end. High expectations for creativity and cost-efficiency constraints on processes had to be reconciled. Further, there were new tools to be integrated and linked to the existing systems. Thus, for example, the websites, a customer card database, and the new e-mail system with correspondingly complex process requirements were connected to one another.
The Peek & Cloppenburg KG Group in Hamburg is one of the leading companies in the textile retail trade and currently has 34 locations in Germany and abroad. Peek & Cloppenburg is a fascinating fashion experiences with a stylish choice, inspirational feel-good atmosphere and personal service.
Internationally, the Group is represented since 2001 with its successful retail concept VAN GRAAF. Within a few years VAN GRAAF succeeded in establishing itself as a strong retailer with a selected, high quality fashion range for men and women in major cities in Europe. Today the company is represented by branches in Poland, Austria, Switzerland, Hungary and the Czech Republic.
Under VANGRAAF.COM, the online store of Peek & Cloppenburg KG Hamburg, fashion enthusiasts can order online in a modern and user-friendly store environment in Germany since 2012 and in Poland since 2016.
“What can we achieve? How can we progress? How can we operate better in the market? If you’re looking for outstanding digital solutions for a particular challenge, talk to us about it. After all, you know that successful relationships always begin with the first conversation.”
