How HellermannTyton Leverages Data and Personalization to Drive Its Digital Strategy
HellermannTyton manufactures products related to fastening, fixing, identifying and protecting cables and their connected components, working with affiliated companies in 36 countries across 5 continents.
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The initiator of these long term, complex projects is Alexander Platzbecker, responsible for global eBusiness. He leads the technical realization of HellermannTyton’s Internet presence in 28 countries and owns the internal central data hub and intranet. Day-to-day his role includes monitoring SEO activities, keyword strategy, content marketing and social media.
Alexander and his team wanted to ensure relevant data is available, to both HellermannTyton customers and employees, to support business success. Which was, as you’d expect, quite a challenge.
Building with a Flexible, Futureproof CMS
As part of realizing this objective, Alexander started to search for a new Content Management System (CMS), as HellermannTyton’s former system did not have the capabilities to support such an ambitious digital communication strategy.
Alexander was looking for a solution that could guarantee consistent product presentation with features, such as search, to support sales and marketing.
Attracted by the strong separation between content maintenance and content delivery, Alexander chose to opt for Bloomreach Experience Manager (brXM) - a java-based enterprise CMS.
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We saw a continuous increase in sessions, visitors, search requests and conversions.
Alexander Platzbecker, Head of Global eBusiness at HellermannTyton
Creating a Highly Personalized Experience
Guided by, what Alexander describes as a “future-oriented, agile” team at Bloomreach, HellermannTyton started to build a robust data management system with brXM. This set up the foundation for HellermannTyton’s global eBusiness strategy
For prospects and customers, Alexander created a powerful, responsive website. The site is centered on personalization and incorporates relevance targeting to cluster even unknown audiences and deliver different content to different personas.
HellermannTyton took personalization to the next level by offering an exclusive personalized area called MyHellermannTyton for its customers. As part of this service, HellermannTyton offers features like favorite lists, last searched terms, and a hardware registry to help customers find products as fast as possible.
After creating www.hellermanntyton.com with Bloomreach, “We saw a continuous increase in sessions, visitors, search requests and conversions,” remarks Alexander, “we easily multiply our content into multiple languages. Our SEO content, for instance, is built once and works in many countries.” Alexander has also noticed that content managers find brXM easy to use, with little training necessary, and save time as a result.
A Central Data Hub
To maximize information sharing within HellermannTyton itself, Alexander established a worldwide corporate intranet, accessible with Single Sign On. A central data hub where employees can find in depth product information, contribute their own knowledge, and find a centralized human resources administration center.
“This active knowledge management system, used 24/7 by employees, helps business and sales all over the world,” acknowledges Alexander.
Personalization is the Future
In the future, HellermannTyton will continue to put its focus on personalization to optimize the customer journey. Alexander explains that, “From my opinion, personal approach - personalized data and personal service - will determine the digital future.”
HellermannTyton's Favourite Features
Edit and preview content without leaving the page with preview that includes text, visuals and products inserted on the page. Launch, manage and customize campaign specific landing pages and microsites at top speed without depending on IT.
Personalize how you rank products for each visitor. Bloomreach can understand user preferences on a one-to-one basis and reorders products based on user preferences.