With the Migros.ch relaunch, Aperto is making Switzerland’s largest retailer accessible in one place — with a new design, optimised user experience on all devices, and features such as personalization and localization
The largest retailer and employer in Switzerland, Migros’ new website now offers all users an integrated brand experience, uncomplicated access to relevant information and products as well as added value through personalised services. As the lead digital agency, Aperto was responsible for the relaunch, including strategy, concept, UX, visual design and content as well as front- and backend implementation. The technical realization was built on Magnolia — a content management platform developed in Switzerland.
Behind the new online presence lies a complex information architecture and a modular toolbox principle. This enables the integration of Migros’ separate brand and product websites, merging the myriad fragmented web presences into a single, consistent customer experience. The visual language and tonality of the new site is uncomplicated, comprehensive, fresh and personal.
In addition to the seamless, multi-device user experience; personalization and localization features were integral to the project. Now Migros’ customer guarantee to always be available can be fulfilled better than ever — with an experience customised according to the device, location and time. For example, users are able to manage their personal accounts — which are linked to the customer-retention and bonus point program ”Cumulus” —- on all devices, in a single click. The store search and product availability check fortify the service-orientation of Migros’ online presence.
“Migros, with all of its brands and products, events and stories, now fit into one, handy format on smartphones, tablets and desktops,” explains Philippe Stuker, Head of Digital Communications at Migros. “This is how we’re bringing the brand back to the people and can offer an added value, irrespective of where the customer currently is. Always close, like back then. Only much better.”
“The creation of a new digital ecosystem for such a complex brand like Migros was a huge challenge. We’re happy that we could put our experience in the implementation of complex projects, as well as our expertise in the Magnolia CMS to work,” says Kai Großmann, Chief Operation Officer at Aperto.
The website is structured into three primary sections:
The highlights summarized:
All Migros in one place: over 5,500 pages, 340 own brands and over 40,000 products, in three languages: German, French and Italian, and seamlessly available on all devices thanks to a responsive design with five breakpoints, for over 3 million visits per month.
Digital brand design and user experience: comfortable, large-scale on-canvas navigation, an icon system for the website and supermarket, personal communication with customers through image, text, animation and an emotive visual language.
Personalization: manage personal details, create and share shopping lists, activate coupons and vouchers and transfer them on to the Cumulus card, print receipts from the last 24 months etc.
Search online, purchase offline: 1,000 locations and stores mapped online, setting of preferred store through localisation, opening times and product availability viewable at all times.
Aperto has worked with the Migros Group on digital projects since 2012 and in 2014 beat other candidates in a multi-stage pitch to become the lead digital agency for Migros.ch. For the relaunch, Aperto worked together with the Migros IT department as well as the following agencies: Namics (the Cumulus section), Liip (produkte.migros.ch, shopping planning, shopping list, local store) and Smartive (FAQ, job portal, store finder, search).
The relaunched site was based on Magnolia, the Migros-proven content management platform. Magnolia is also one of Aperto’s long-standing technical partners.
The Migros Group is both the largest retailer and the biggest employer in Switzerland. The company is represented in all cantons, particularly the metropolitan areas and the bordering countries. Over two million members own Migros within ten regional cooperatives. They manage the core business of the Migros Group — the retailer. The Group includes 20 Migros businesses spanning the sectors of industry, trade and travel as well as the Migros Bank. For more information go to: www.migros.ch
Aperto is the right-service agency for the digital age. Founded in 1995, today Aperto provides expertise within three core areas: strategy, creativity and technology. With offices in Berlin and Basel– and around 300 employees – the agency manages the digital presence of clients from the fields of business, media, politics and social organizations. Aperto sees its role as an agency is to find or create solutions that increase the innovative strength of its clients and proudly counts Volkswagen, MAN, Airbus Group, Coca-Cola, Siemens, the German Federal Government, Migros, Rossmann, SOS-Kinderdorf and WWF among them. The Swiss clients of Aperto are e.g. Baloise, Roche, Kanton Basel, Uni Basel and Endres + Hauser. For more information go to: www.aperto.com
Magnolia is a digital business platform with a CMS at its core. Enterprises such as Airbus Group, Al Arabiya, Avis and Virgin America use it as the central hub for their web, mobile and IoT initiatives.
Magnolia's unique open suite approach allows organisations to go to market fast, adapt quickly to changing business priorities and integrate easily with third-party systems. This enables them to create outstanding multi-channel customer experiences while maintaining central control over all content assets.
Founded in 1997, Magnolia is a privately-held company headquartered in Basel, Switzerland. The company has offices around the globe, and customers in over 100 countries.
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