Bouygues Energies & Services

Building a future-ready Optimizely solution

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Swiss-based Bouygues Energies & Services is part of the France-headquartered global construction group Bouygues Construction. With over 5,000 employees and around 100 locations in Switzerland, Bouygues is a leader in the fields of building technology, building management, photovoltaics, traffic technology and energy supply technology. It turned to DEPT® to future-ready the group’s technology platform.

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The construction giant comprises three brands: Bouygues Energies; Services; Helion and Kummler; and Matter EVT. Being a multi-brand group comes with its challenges, particularly when giving all brands an equal amount of digital attention.  Bouygues turned to DEPT®  to develop a holistic and future-proof platform for the group, with the aim of uniting  all brands and locations while still offering them sufficient autonomy.

Selecting the optimal platform

Joint web presence

In the past, the three brands were associated with different websites, presenting a variety of issues for both the company and the user. Firstly, the decentralised content maintenance in four languages ​​was very time-consuming and technical adjustments and updates were relatively expensive due to various software solutions. Also, the fragmented website landscape meant that users lacked a clear overview of the company’s entire service portfolio.

Together with Bouygues Energies and Services, we developed an extensive requirements analysis in a series of workshops to evaluate the appropriate CMS platform for the project. After careful analysis, Optimizely was chosen as the digital experience platform to serve as the technical hub  for all Swiss Bouygues Energies & Services websites, including different brand and language pages.

The migration to a modern technology base not only solved Bouygues’ problem of time-consuming website maintenance, but also laid the foundation for creating an optimal user experience. By developing a modern and well structured design, DEPT® was able to provide a more functional and seamless online journey for visitors to  find each of the individual brands, their services and product portfolios. All brand appearances are now based on a uniform template, which at the same time leaves enough freedom for the individual messages and content of the different companies within the group.

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Modern location search

On the new platform, users can now easily search for any Bouygues location and find out about services. To power this function, DEPT® developed an individual location search with a Google Maps connection, using  Google’s geographic data. Again, we focused on delivering  a modern and responsive design in the new Bouygues Corporate Identity. Within the feature, each Bouygues location also has the option of publishing individual content and services. Despite the individual freedom, all locations are managed via a central back end and will also be updated in the future.

“We replaced the old website structure and then replaced it with a modern, state-of-the-art solution. In this way, each location is given a certain degree of autonomy and still everything is managed centrally. The new multi-brand branding offers optimal usability for customers and employees of Bouygues,” explains Oliver Cloppenburg, Managing Director of Design & Technology at DEPT®.

Daniela Enke, Head of Digital Marketing at Bouygues Energies & Services Switzerland, said: “In the past, maintaining the various pages has cost us a lot of resources. Updates, technical enhancements and maintenance of content are much easier on the new platform.”

DEPT® has managed to create a multi-brand solution that shows the unity of the group on the one hand, but still emphasises the individuality of the brands.

Daniela Enke, Head of Digital Marketing at Bouygues Energies & Services

A look into the future

Bouygues’ efficient and user-centric new platform offers the business the best conditions for future growth and its flexibility allows for continual technical adjustments. For example, thanks to its modularity, an already planned Salesforce integration can be easily implemented. Over the future course of this project, several brands will be gradually migrated to the new platform.

More?

Client Development Director

Paul Thomas

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GE Lighting

Rolling out one coherent website worldwide

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The professional division of General Electric, GE Lighting, required a standardised, global digital platform to lower costs, improve quality and reduce time to market. The fragmented infrastructure model caused duplicated effort, high costs, lack of consistency and slow response times, all of which were preventing the business from communicating effectively with their global audience. DEPT® entered the game to develop an integrated platform, combining central control with local flexibility.

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Centralised infrastructure

Switching GE Lighting from a fragmented to a centralised digital infrastructure model meant consolidating regional processes, tools and development. Our objective was to ensure that brand consistency and local needs would be met by developing a solution that would enable the easy and efficient sharing of localised content, and re-usable rich media. This all resulted in a global platform, to support fourteen consistent websites.


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Seeing the light, with a new, flexible and integrated platform

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The result

We managed the global rollout to thirteen countries, across four continents, in nine languages. By bringing disparate systems together into a single, global platform, GE Lighting has benefitted from reduced operational costs and an increase in efficiency. It can now utilise consistent, reusable global assets, templates and processes, which has the added benefit of ensuring consistency across the organisation, and aiding localisation. The project was recognised at a GE group level, with the internal team receiving an award for the project.

Questions?

Client Development Director

Paul Thomas

IKEA

Creating a link between a Swedish tradition and IKEA

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The Swedish furniture giant IKEA aims to provide functional and stylish furniture to everyone around the world. In Sweden, the longest day of the year is often a joyous occasion that is celebrated annually with a feast. IKEA wanted to share this Swedish heritage with its German customers so they launched a campaign called Midsummer. They turned to DEPT® and asked us to help them organize a party and social media strategy around the event.

Special moments create unique memories

This was a two weeks long, intensive campaign which would end with a party that included previous cooperation partners and potential new cooperation partners, bloggers, Instagrammers, and YouTubers alike. The mood was idyllic and local Swedish food and music were on the menu. This was accompanied by relaxed conversations, new acquaintances, and, of course, DIY flower wreaths and matching photo motifs. The event served as a fun occasion to connect with customers online while strengthening the brand’s relationships with their influencers.

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IKEA wanted to share this Swedish heritage with its German customers

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The #Midsummer campaign was a complete success. Around 40 people came together to celebrate alongside @ikeadeutschland and Midsummer. More than 100 Instagram stories and 20 Instagram images were created, which together generated almost 160,000 impressions. The influencers that were invited shared their enthusiasm for the midsummer party with their social media community and thus acted as IKEA brand ambassadors.

The great vision to establish midsummer in Germany as a kind of tradition, in order to create an occasion to celebrate with friends and family, was successfully showcased through our celebration. Special moments were created that those who attended will remember forever. Every year, IKEA celebrates the Swedish midsummer with various activities. A tangible link was created between the Swedish tradition and the home furnishing retailer as a result of the #MarchMidsummer campaign and the #MarchMidsummer party.

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Questions?

Strategy Director

Lizzie Powell

Gas Networks Ireland

A customer driven strategy

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Gas Networks Ireland (GNI) owns, operates, builds and maintains the natural gas network in Ireland. They service the 650,000 customers, both domestic and business, who are connected to their network. In 2016 we delivered an enhanced digital service channel as the initial foundation of their digital strategy. We continue to partner with GNI to roll out and develop their digital strategy.

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Defining a new digital platform

Our initial work for GNI included the redesign and redevelopment of the corporate website with a focus on sales and customer service. Our goals included bringing the connection process online, emphasising the safety message, and integrating into GNI’s CRM.

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A digital resource that matches user and business needs

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Connecting with customers

UX research and activities were key in helping us to identify GNI’s audience and user groups. We defined their requirements, journeys, and how best to present them with useful information and content.

GNI now has a digital resource that matches their user and business needs. Their website focuses on commercial and domestic conversions, is intuitive and informative, and offers straightforward governance and management functionality.

We supported GNI’s customer expansion strategy to increase natural gas conversions. Potential customers can now inform themselves about the benefits of gas and the steps involved in the connection process. They can check to see if they can connect to the natural gas network and view connection timelines and costs. Once users are ready to connect, it only takes a short series of steps to sign up and pay online. They even get to choose their preferred meter location along the way.

We continuously assess the performance of GNI’s conversion funnel so that we can enhance the experience and connect more customers to natural gas.

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A seamless experience through integrations

Behind the straightforward sign up process there are a number of integrations happening to deliver a rich customer experience. They allow customers check natural gas availability in their area and submit meter readings online. On GNI’s side they now have a fully integrated CRM to enable better customer service.

Mapping, CRM, meter reading and address detection are all handled through the following integrations:

  • GIS Maps
  • CRM Dynamics RESTful API
  • IUS Meter Reading
  • AutoAddress API

Questions?

Client Development Director

Paul Thomas

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