The digital agency dotSource has once again supported its long-standing client hagebau in implementing a B2B e-commerce strategy. As part of a follow-up project, a service-oriented, interface-based content delivery network has been developed over the past few months, enabling hagebau to provide all its partners with relevant marketing content. This network therefore even gives smaller partners the opportunity to get started in e-commerce with a web presence and convince potential customers with high-quality content.
The hagebau Group comprises 360 legally independent, medium-sized companies from the specialist trade and retail sector. In 2015, the group had already set itself the goal of becoming a pioneer in the B2B sector and approached dotSource with the request to implement a multi-client platform. This platform allows partners to integrate online shops with little effort.
Things have now been taken to the next level: hagebau partners will be supported in pursuing a modern content commerce strategy because informative and entertaining content is particularly important from a marketing perspective if companies want to retain customers in the long term. After all, the shotgun approach stopped working a long time ago: content must be relevant and specifically tailored to the target group. hagebau has recognised this and, with the help of dotSource, has developed an interface-based content delivery network that enables partners to use precisely this content for their web presence.
Diverse Content, Numerous Recipients – and One CMS
After thorough evaluation of various content management systems with regard to the requirements and wishes of hagebau, it was decided to use Contentful. As a headless CMS system, Contentful works differently from traditional, monolithic CMS solutions: back end and front end, in other words content and design, are decoupled. As a result of this separation, content can be distributed simultaneously to different media without having to transfer it manually. In view of hagebau’s strategy of making content available to a wide range of partners via a CMS, Contentful with its headless approach is the ideal solution: partners only determine when and via which channels content is to be distributed – everything else happens automatically. All content is created by hagebau, tagged with topic-specific keywords and stored in Contentful. Partners can choose the content relevant to them on a manufacturer-related or topic-specific basis and integrate it into their web presence via interfaces – modern content commerce, for all partners equally.
Modern Content Commerce for Valuable Content and Brands
Thanks to the central provision of content, partners can easily fill their online presence with life without putting in much extra effort. This means that they no longer just publish normal blog articles, but present their customers with an overview of the products described and can even make an offer.
By increasing the brand visibility, automatically distributing content for various media formats and personalising the customer approach across all channels, hagebau can guarantee a professional content commerce strategy for its shareholders and ensure that customers are regularly provided with well-prepared, exciting content. Another milestone on hagebau’s way to becoming an e-commerce pioneer!