A central technical solution for more than 50 brand websites

[suchona.kani.z]

Over time, many multi-brand companies face the problem of a fragmented digital ecosystem. This can arise from the acquisition of additional brands or from structures that have grown within a company. The result is often a multitude of different systems and websites. These usually have to be maintained and looked after separately. A large number of external partners often do not make things easier, more efficient and, above all, more economical for customers.

In my blog post, I will use a project example to show you how companies can tackle this problem or challenge. adesso has developed a technical solution for one of Germany's largest private breweries ukraine consumer email list​ that combines more than 50 brands on one system to meet this challenge. In this context, a uniform marketing automation solution was also established for all brands.

The technical setup
Each brand or client has its own website and associated systems, which are not compatible with those of its sibling clients and are therefore not connected. The clients are operated and maintained by different agency partners on different content management systems, which presents a number of challenges. Extensions for individual websites could therefore only be used for the respective site. The overall maintenance and administration of the systems was also carried out separately. This led to a high level of effort for individual websites without the sister sites being able to benefit from it.

The previous modelling of the family model with different technologies

The challenges for the company were manifold and mainly related to:

different websites,
a fragmented system landscape (CMS),
decentralized data management,
a decentralized component management (no atomic design structure),
decentralized quality assurance and testing as well as
non-responsive websites (mobile or tablet).
Our solution as a digital partner
Establishment of a global CMS solution (FirstSpirit)
Alignment of other systems such as CRM or DAM
Central component and template management for all CMS clients
Modular structure of the pattern library (design & frontend) in the atomic design approach
Global GDPR Management
Uniform setup for responsive websites
For the technical solution, the experts from the Line of Business Digital Experience at adesso defined a new, modern model that made the maintenance and support of all clients easier, more efficient and more cost-effective.