Creating a cross-channel grilling experience for Weber
The American kettle barbecue specialist revolutionised the global barbecue culture and is the epitome of genuine barbecue fun and unforgettable taste experiences today. The popular BBQ products are sold online and in store in over 40 countries. In order to ensure that all shops are coordinated centrally and efficiently, Weber opted for a globally standardised e-commerce solution back in 2015: Salesforce Commerce Cloud. The shops in all countries gradually made the transition to this cloud-based platform. Dept was responsible for business and project consulting, training and implementation of the new shop.
Cross-channel experience and marketing with added value
Weber faced a major challenge: the fact that the European market needed centrally managed campaigns tailored specifically to different countries. Dept succeeded with an interdisciplinary team to deliver tailored processes and individual solutions for coherent international campaign and content adaptation. With this, Dept was continuously developing and optimising workflow, using technologies as Demandware, Drupal and sR Grid.
Dept also assumed the role of creative hub and was thus responsible for the continuous management and implementation of international campaign rollouts. Campaigns are always aligned with a view of the special features of the respective target markets. For example, Weber’s spring campaign or regular Christmas campaigns ensure varied content time and time again.
Limitless BBQ, now available both online and offline
In order to make it easier for BBQ fans to search for information and select products, Dept developed a feature that allows different barbecues from a single category to be compared quickly and easily. This provides customers with all the product-specific information – such as price, colour, availability, functions, technical data – in a clear table.
And that’s not all, Weber launched their new brand site with integrated Salesforce Commerce Cloud online shop. The new launch allows Weber to close the circle on the ultimate brand experience and creates a cross-channel grilling experience. Brand touch-points from local dealers to digital are all intrinsically linked.
Dept also developed a tool that customers can use to register their Weber barbecue. Registered customers then receive useful tips for ‘correct’ grilling, recipe suggestions and service information.
Targeted marketing thanks to automation
In order to ensure a personalised and more efficient interaction between Weber and its barbecue experts, Dept integrated the marketing platform Emarsys into Weber’s current systems. Individual email marketing campaigns can, therefore, be created and controlled on the basis of individual purchasing behaviour. This allows us to ensure that every Weber fan receives only the content that is relevant and interesting to him/her.
The digital brand experience can be found throughout the entire customer journey and is continued right up to the local dealers. Digital and traditional shopping experiences are seamlessly linked. The online range is completed by service offers such as barbecue recipes, tips & tricks, as well as the Grill Academy and CRM systems such as barbecue registration or the Weber ID.
- Rapid rollouts of the online shop in 21 countries and 12 languages.
- Central coordination and control of the shop across all countries.
- Personalised marketing campaigns.
- Many countries with their own presence/shop in Weber Original Look & Feel.
- Since the introduction of Emarsys, the newsletters have also been part of the Weber brand experience.
By designing the shop according to responsive web design principles, Dept and Weber have opened up usability and this is reflected in the compatibility with different devices, making it easy to use with smartphones, tablets, laptops and desktops.