Emmi: Efficient brand communication thanks to smart technology

Multi-Brands, Multi-Countries and Multi-Languages - united in one CMS solution

Einblick in die Website von Emmi

At a glance

  1. 01The challengeOne CMS for all brands, countries and languages
  2. 02Our approachCreating synergies thanks to shared components for all brands
  3. 03The resultMore efficient processes – unique user experiences
EMMICreated with Sketch.
  • Sector

    • Retail & Consumer goods.
  • Disciplines

    • Conception
    • Strategy & Consulting
    • User Experience & Design
    • Technical implementation
    • Project management (agile workflow)
  • Year

    • 2019/2020
  • Tech Stack

    • Magnolia (Cloud).
  • Services

    • Experience Platforms
    • Fullservice
    • Digital Strategy

The challenge

Emmi inspires its customers with unique milk products in Europe, Asia and North America. The important milk processor also wants to impress users online with brands such as "Emmi CAFFÈ LATTE" and "Emmi Kaltbach": through smart storytelling and a convincing look and feel – across all brands, countries and languages.

To achieve that we face a complex technical challenge: all brands have their own websites with different content management systems (CMS). Harmonious and efficient brand communication is not possible.

Our goal was therefore to set up a uniform system landscape for Emmi that creates synergies between all brands and efficient processes.

Our approach.

One global CMS for all brands, countries and languages.

The multi-client system creates synergies between the brands and international websites.

Uniform but unique.

Individually designed modules provide a harmonious look and feel – at the same time individual brands are highlighted.

Designing efficient processes.

Brand managers coordinate brand communication centrally in Magnolia's CMS – thanks to shared components for all brands.

Unique brand experiences.

Users experience Emmi brands to suit their personal preferences. Smart tagging for internal link building.

Merkle accompanies Emmi on its journey of creating an experience platform.

Concept, design and technology from one source.

CMS evaluation, creative conception and technical implementation: As a strategic and operational partner, we supported Emmi throughout the entire process. From the initial idea to the successful rollout. Together we defined the strategic direction in Design Thinking workshops. We developed the rough and detailed concept and technically implemented the complete CMS for Emmi. Every single component – agile based on Kanban.

Einblick in die Website von Emmi

Multi-client system: Use synergies – save costs.

Common data set – more efficient processes: Magnolia's CMS offers modular components and templates for all Emmi brands. Individually designed and perfectly coordinated thanks to a themeable style guide. In this way, the company creates synergies between Hero Brands and Local Brands. At the same time, it highlights the individual brands in an exclusive, tangible way.

Thanks to the shared components in the uniform system landscape, the brand managers coordinate the communication of the respective brands in different languages and countries centrally on the one hand, and Emmi's entire corporate communication via the global corporate website on the other. New brands are added flexibly. This ensures efficient processes and saves time and costs.

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Emmi Slider 3

Experience unique moments: focus on the users

The new Emmi websites focus on the experiences of users. Depending on their personal preferences, customers experience recommendations, information and the various Emmi brands. 

An intelligent tagging system links content associatively – for example, the topic of corporate responsibility with suitable products, information on sustainable production processes and corresponding career pages. 

For unique brand experiences thanks to the right CMS solution in the background.

Marcel Härtlein, Global Head Digital Transformation, Emmi Group
"As a major milk processor in Switzerland, we have developed over the last 20 years from a medium-sized, regionally oriented company into an international group of companies. Within this transformation we face the challenge of making our business processes efficient while creating customer-centric digital experiences – globally across all brands, languages and countries. Merkle accompanies us on this path as a trusted partner. We value the great expertise and deep understanding of our brands and customers."
Marcel Härtlein ist Global Head Digital Transformation bei Emmi
Andrea Luder, Project Lead, Emmi Group
"With a lot of creativity and technical know-how, we have created a solution together with Merkle from which we benefit twice: The new CMS with shared components for all brands increases our efficiency. At the same time, we create unique user experiences with harmoniously coordinated websites and take our brand communication to a new level."
Andrea Luder ist Projektleiterin bei Emmi

More success stories.

Exceed expectations. We provide the appropriate technical solution in the background.

Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany