emakina academy #13 : betafence website
TRANSCRIPT
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Betafence Website
Philip AchtenThe Reference
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Betafence Website
About Betafence
• Leader in the fencing industry
• More than 125 years of exellence
• € 500 million TO in 2008
• 2.000 employees
• 13 plants in 12 countries
• 25 sales offices & agencies
• Customers in more than 100 countries
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Betafence Website
Challenge (1)
• Betafence builds and sells an incredible range of products
Residential applications (e.g. fencing systems for gardens)
Farming products (hunting grounds, horticulture…)
Industrial & public sector (access controls, detection systems…)
Welded mesh for industry (glass reinforcement, pipelines…)
→ How is it possible to present such a wide catalogue in a coherent, yet user-friendly, interface ?
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Betafence Website
Challenge (2)
• Betafence had a lot of trouble with the previous website
• Impossible to operate in "Internet-time" and with "Internet dynamics"
• Decentralized content input and translation issues
• Potentially risky lock-in by in-house, proprietary platform & tools
• Hidden costs
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Betafence Website
Key Objectives
• Build a world class corporate website that fulfils the following missions:
1. Strengthen Betafence’s worldwide Internet presence
2. Serve the information needs of the target groups
* Professional prospects* Residential prospects * Prescribers * Direct customers* Indirect customers
3. Provide decentralized content management with the implementation of Sitecore as Content Management solution
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Betafence Website
Why Sitecore ?
• .Net technology
• Already used by large accounts
• Excellent content editing features
Web-based Page Editor (in site editing) Content Editor & Preview
Flexible workflow (Workbox)
Multi-lingual SEO-friendly
Allows communication department to manage the site and leverage decentralized content input and translation
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Betafence Website
Sitecore : CMS & Application Platform
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Betafence Website
Making the catalogue more user-friendly (1)
• As we already emphasized, guiding the customers through the products catalogue is a key issue for Betafence
• Sometimes, you know the purpose of the product... but not the product itself
• The Reference imagined a brand new navigation with four entry doors: browse the catalogue by application areas, by product group, by “full text” (search box) or by using an interactive form (“narrow down” approach)
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Betafence Website
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Betafence Website
Search Results
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Betafence Website
Compare Results
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Betafence Website
Making the catalogue more user-friendly (2)
• The Reference also created an online specification generator called “Specify Me”
• This interactive feature helps prescribers to find the best suited product in a 3-steps process and download the technical drawings, brochure pages and RFP
• Thanks to the Ajax technology, the interface provides a desktop-like experience (no page reload)
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Betafence Website
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Betafence Website
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Betafence Website
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Betafence Website
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Betafence Website
International rollout (1)
• Currently released in UK & Benelux
• Next phase: Italy & Poland
• In total: about 15 languages including Chinese, Turkish, Lithuanian...
• Betafence needed an agile platform to easily add a new country or language. Sitecore offers the following key concepts for this:
Country/language extensibility Content reuse Workflow Translation
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Betafence Website
International rollout (2)
• Sitecore provides a versatile framework for managing multiple countries & languages
An entire language tree can be copied Easy switching between languages Translation view A content repository is used for reusing shared content such as the product catalogue
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Betafence Website
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Betafence Website
Business Benefit
• Robust platform to manage the same content at a worldwide level
• Easy deployment for each subsidiary
• State-of-the-art catalogue positioning Betafence as an innovative brand and a key actor in its sector
• The catalogue is a business generator as it provides a comprehensive and intuitive overview of the products made by Betafence
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Thank You !Any Questions ?