Concentrated professional knowledge, clearly and attractively presented
Goals of the website relaunch:
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Strengthening internationalization
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Improvement of digital processes
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Resource optimization through centralization of products and decentralization of landing pages
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Positive differentiation from the competition
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Make a fine experience
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Safe, future-proof technology and easy maintenance
FEIN has been a pioneer in power tools since 1895, when the company invented the world's first power tool. Since then, professional craftsmen have known FEIN as a specialist for indestructible power tools.
In order to set itself apart from the competition, the goals were set high: quickly find the right product and accessories, convey application knowledge and make the website fun.The content should only offer relevant information and not overload the site.
Since 2018, we have been working with MOSAIQ on several website projects to present the world of FEIN power tools to our customers. We have successfully mastered many challenges together, such as interfaces, internationalization and a high-performance technical infrastructure. The cooperation at eye level paired with professional expertise makes MOSAIQ a top partner.
The new website needed to stand out clearly from the competition. The aim was to present itself online as a specialist and pioneer. The right product was to be found in just a few clicks. Various finders were designed to help users reach their destination quickly, even in the complex accessories sector.
As most of the content came from the new PIM system, all content modules had to be reduced and structured sensibly. This ensured that international editors could also easily find their way around the new CMS.
User-Centered-Design
in practice
User surveys, personas and customer journeys served as the basis for the user-centered design. A sophisticated navigation structure was derived from this and tested internally. Sophisticated teaser and button concepts formed the basis for a uniform design. Microinteraction gave the website its professional FEIN polish.
Securing the digital pole position
Even after the website relaunch, things continue. Regular web analyses, SEO measures and A-B testing are used to optimize details, increase conversions and create new landing pages. This will ensure that FEIN can also position itself online as an international specialist for power tools and expand its markets internationally.
Technical implementation
TYPO3 was selected as the CMS and implemented by us. Interfaces to the ContentServ product information management system ensure that approved product information and associated media, e.g. images and PDFs, are automatically prepared and published in all languages. This includes over 200,000 products, divided into a total of 37 market and language variants. This saves editorial work, which can be used to expand content marketing.
Other functions also use data from backend systems in this way, for example to supply the dealer search and warranty database with information from SAP. However, the Commerce Connector also offers users a function that quickly guides them to the nearest retailer that has a specific item in its range.
ALWAYS FIND THE RIGHT PRODUCT INFORMATION
A powerful search function is designed to allow quick product access. This can be done via the product lists with suitable filters or product finder functions, as well as via the free text search. In both cases, Solr is used to reduce the loading times for generating the results lists to a minimum.
The search criteria are automatically created based on the attributes in the product information management. This means that the search adapts automatically and uses the information defined in the product database.The product information itself is not only used for simple display, but also for comparison and notepad functions. In the further course of use, visitors can dynamically generate a PDF, naturally prepared in the corporate design.
ENSURING RELIABLE OPERATION
The website is operated on cloud instances at Amazon Webservices. This allows both scaling of performance and performance optimization through the use of an Amazon Aurora database cluster and the CloudFront content delivery network.
