Tailored Brand Experience for MANN+HUMMEL

With the Adobe Experience Cloud we create an inspiring customer experience – and create a novelty in the B2B industry with a white label approach.

Merkle case study: customer experience for Mann+Hummel

At a glance

  1. 01The challengeVariety of websites, tools & channels
  2. 02Our approachWith Adobe Experience Cloud to a functional MVP
  3. 03The resultExcellent user experience and consistent brand identity
  • Sector

    • Automotive
    • Industry
  • Disciplines

    • Strategy & Consulting
    • Conception
    • User Experience & Design
    • Technical implementation
    • Analytics
    • SEO
    • DevOps
  • Year

    • 2020/2021
  • Tech Stack

    • Adobe Experience Cloud
    • SAP Customer Experience
  • Services

    • Commerce
    • Digital Marketing
    • Experience Platforms
    • Digital Strategy

The challenge

Fragmented variety of websites, systems & tools

MANN+HUMMEL is a leading global expert in filtration technology whose products are used in the automotive, food and pharmaceutical industries as well as in public facilities, among others. The group has its headquarters in Ludwigsburg and more than 80 locations on 5 continents. 

The global positioning brings challenges: 300 URLs, 100 websites and 56 social media channels – the digital ecosystem of MANN+HUMMEL is very fragmented. Employees and users of the manufacturer of filter systems are confused by this multitude. Almost every location, every division and every brand has its own channels, structures and processes. The solutions are very rigid – the launch of a microsite takes up to six months.

For a unified digital presence and an overarching brand experience, the right technology is needed in addition to a smart strategy. This is where the CODE project comes in (CODE = Customer Oriented Digital Enterprise).

Our approach

Agile approach

In storymapping workshops we define the common vision and steps for the CODE project. We integrate all stakeholders to ensure acceptance within the company.

Focus on customers

With the CODE project, MANN+HUMMEL focuses on the users. We therefore analyse the needs of our customers in great detail. Thanks to Adobe Analytics, the group is also learning more and more about its own users.

Adobe Digital Foundation

The Adobe Digital Foundation is a special offer package from Merkle with Adobe solutions. It enables a functional MVP to go live in just four months.

Innovative white- label-concept

Enterprise systems for B2B SMEs? We show that properly implemented, the solution is lean, fast, efficient and cost-effective - and with the white-label approach, we provide a novelty in the B2B and automotive industry.

The result: smart architecture & strong brand presence

Attractive working environment with Adobe

Instead of using a whole raft of tools and systems, employees now benefit from uniform structures and technical solutions. Central to this is the Adobe Experience Cloud, which offers comprehensive tools for the entire customer journey. 

The user-friendly authoring platform significantly reduces the workload. The tools are intuitive and easy to use. Thanks to the white-label approach, customised design is quick and easy. This enables the roll-out of a completely new website in only eight weeks. For the MANN+HUMMEL Group websites, we design templates with flexible, standardised components. This way, the portals are uniform and individual at the same time. A specially created design system ensures the perfect creative implementation of the white label concept. 

In addition to the MANN+HUMMEL website, the digital presences of the international brands MANN-FILTER and Purolator were also created within a very short time and at comparatively low cost. This approach makes MANN+HUMMEL a pioneer in the B2B sector.

Merkle case study: insights into the new brand presence of Mann+Hummel

Excellent brand experience

The one hundred websites of the group have become seven overarching portals. They offer MANN+HUMMEL customers an excellent customer experience with personalised content. Exciting storytelling with modern design and intuitive user guidance ensures a fresh online presence.

Thanks to the integrated Adobe Analytics solution, MANN+HUMMEL is learning more and more about its users. This allows the company to continuously develop its digital platforms and adapt them to its own target groups.

MANN+HUMMEL expects the new digital ecosystem to be up to 90 per cent cheaper than before thanks to streamlined processes, uniform structures and less work. Further roll-outs are already planned – unique web presences for a total of five brands are being created within only 12 months. In the future, the group's digital offering will be complemented by its own e-commerce solution.

Merkle as a strategic partner along the customer journey

We accompany MANN+HUMMEL as a strategic partner in the digital transformation and advise on all topics related to the customer journey – from digital marketing to data analysis to e-commerce. In the future, our standardised and globally scalable approach, which has already proven itself with the microsites, will also be applied to the new online shop and the self-service portal. These projects are to be implemented within the next few years. 

  • Uniform processes and structures

  • Cost reduction expected from the Group

  • More enquiries via new contact form


Gudmund Semb, CMO at MANN+HUMMEL

"With Merkle and the Adobe Experience Cloud, we have made our company digital, adaptable and user-centric. Now we offer users the unique brand experience they deserve. By leading users to conversions, the project is also boosting our digital business."
Gudmund Semb Chief Marketing & Communication Officer at MANN+HUMMEL

Honoured at the Adobe Experience Awards

The CODE project also convinced the jury of the Adobe Experience Awards: MANN+HUMMEL won in the Experience Maker Team of the Year category.

No wonder – the young, international team courageously overcame existing silos and outdated structures. To do this, they relied on dialogue and trust. Almost every department at MANN+HUMMEL is involved in the project; regular updates inform colleagues about current developments and the advantages for their own work. In this way, the team succeeds in turning critics into supporters – and in putting the focus on customers in a traditionally product-centred company.
MANN+HUMMEL won the 2021 Experience Maker Award "Team of the Year"
Julia Remmele, Manager Corporate Digital Solutions at MANN+HUMMEL Group, at the virtual Adobe Gala
Julia Remmele, Manager Corporate Digital Solutions at MANN+HUMMEL Group, is delighted to receive the award at the virtual Adobe Gala.

More success stories

Are you on your way to becoming a customer-centric organisation? We will be happy to accompany you.

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