VOLKSWAGEN ACCESSORIES THE SUCCESS PLATFORM EASY PLUS
Running and running: With the EASY PLUS platform, Volkswagen Accessories supports Volkswagen importers in over 110 countries worldwide in the sale and marketing of accessory products. Medienwerft not only relaunched the EASY B2B ordering system and the PLUS marketing platform in 2018, but has also been supporting the PLUS marketing platform in terms of content creation and maintenance ever since. Sales information for the most important products and product groups is collected here on the basis of SAP Commerce.
CLIENT
Volkswagen
Accessories
PROJECT DURATION
Ongoing since
2018
EXPERTISE
- Agile working methods
- UX Consulting
- UX-/UI-Design
- Conception
- Content creation
- Content management
TECHNOLOGIES
- SAP Commerce
- SAP Commerce Accelerator
- Spring REST template
- HTML5/CSS3
- Bootstrap
- jQuery
- Grunt
- Less
- Handlebars
- CleverReach
- SAP Smartedit
As a subsidiary of Volkswagen AG, Volkswagen Zubehör GmbH develops and sells vehicle accessories for the car manufacturer’s passenger and commercial vehicle models worldwide. The broad product range includes more than 8,000 accessories in the areas of rims & complete wheels, sport & design, transportation, comfort & protection, communication and lifestyle & advertising materials. Today, the company employs more than 250 people. Volkswagen Zubehör GmbH is headquartered in Dreieich near Frankfurt am Main.
Find out more: https://www.volkswagen-zubehoer.de/de.html
TASK
Welcome to the modern age!
Until 2018, Volkswagen Zubehör GmbH informed its importers about offers, new products, etc. in pdf newsletters (“ACCESS”). In addition, there were so-called “product argumenters” in which the advantages of each product group were summarized. Both areas were to be dynamically mapped in an online platform. Medienwerft was therefore commissioned to launch the PLUS marketing platform, which all importers can use to access this product and marketing content.
At the same time, Medienwerft worked closely with SAP to relaunch the existing sales platform EASY (Electronic Accessories System), which was completely redesigned and migrated to SAP Commerce (formerly SAP Hybris). In addition to a web store, the SAP Commerce Accelerator offers all the necessary functionalities such as CMS, personalization, front-end adjustments, connection to analysis tools such as Matomo and much more.
As Volkswagen Accessories addresses importers in over 110 countries worldwide, EASY PLUS is completely bilingual.
Do you have a similar challenge for us? Then please contact us!
The fact that we have been continuously supporting Volkswagen Accessories since 2018 is the result of our work, but also of the good cooperation with the customer. We look forward to all new challenges!
OUR SOLUTION
The marketing turbo for importers
The PLUS marketing platform is constantly being adapted to the requirements and filled with new content that provides further order impulses. Medienwerft is responsible for the new components in PLUS, from conception to graphic and text implementation and technical development.
This includes the conception of new pages, the creation of texts and visuals as well as the maintenance in SAP SmartEdit. For us, however, this also means taking a step back at regular intervals to look at the content from a distance and introduce new features.
For example, the original “New products” page has been transformed into a “What’s new” landing page, where importers can find everything that’s new in PLUS. The PLUS homepage has also been completely redesigned to give partners easy access to the various topics. In addition, requirements from the specialist areas have been implemented: the important “Rims and complete wheels” business area has now been given its own navigation point with corresponding subpages.
THE CHALLENGE
Same components, new look
The design of the PLUS marketing platform is based on the Volkswagen CI, as can be seen on volkswagen.de, for example. However, as the Group CI had changed after a few years, the question arose as to whether PLUS would also have to adapt to the new look.
However, as both the marketing and sales platform only went live the year before the launch of Volkswagen’s new look, our design experts looked for a solution to avoid an extensive redesign of the pages.
By making a few adjustments to the design and content maintenance, the existing components could be reinterpreted – and the result was a new, cleaner look with lots of white space that appears more modern and uncluttered. We will continue to work together to bring the design closer to the new Volkswagen CI.
DATA PRIVACY AND ANALYSIS
NEW INSIGHTS INTO USER BEHAVIOR
In order to comply with the Volkswagen Group’s strict data protection requirements, an elaborate Consent Manager was designed and implemented, with which users can give their consent to the tracking and other tools used.
The Matomo analysis tool is also used to better analyze user behavior. As a customizable and data protection-compliant alternative to Google, Matomo analyses web performance transparently, effectively and in accordance with the GDPR.
TECHNICAL SUPPORT
SOLUTION-ORIENTED SUPPORT
Whether new components or new features – the Medienwerft developers continue to implement various projects even after going live. For example, our team was involved in the conversion from SAP Hybris to SAP Commerce.
In addition to providing regular support for all technical issues relating to the PLUS marketing platform and its connection to the SAP Commerce system, development support is also required for the content of the site. For example, the integration of a survey tool is planned, with the help of which the wishes of the users are to be taken into account even better.
NEWSLETTER
ALWAYS UP-TO-DATE
Volkswagen Accessories importers and employees are informed about new pages and offers in PLUS in an email newsletter, which is usually sent out once a month. In the newsletter, recipients are taken directly to the relevant landing pages in PLUS, where the order impulse is triggered by links to EASY.
The newsletter is created and sent by Medienwerft experts in the CleverReach newsletter editor. Regular opening rates of around 60% show that the newsletter is well received.
CONCLUSION
IN THE FAST LANE WITH PLUS
Successful together since 2018 – what began with winning a pitch has developed into a long-standing and successful partnership.
With the PLUS marketing platform, Volkswagen Accessories has an effective tool for addressing the important target group of importers. They pass on the material and information to their global dealer network, thereby boosting sales of accessories and lifestyle products. At the same time, they can find all relevant and up-to-date information on products and promotions at a glance on the platform.
We look forward to continuing to support Volkswagen Accessories and PLUS, because one thing is clear: we still have many ideas on how we can inspire importers!
FREE RIDE FOR GOOD COLLABORATION
With Medienwerft, we have a partner at our side who now knows our products almost as well as we do and whose support we can always rely on. This is one of the reasons why expanding and advancing our platform together with the agency team is so efficient – and above all so much fun!
CONTACT
„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.“
New Business
SÖNKE BAUMANN
Tel: +49 40 / 31 77 99-0
Email: info@medienwerft.de