Amsterdam Las Vegas Melbourne

Amsterdam
Las Vegas
Melbourne
How to Build a Multi-National,
Multi-Branded eCommerce Site
Tina Skolnekovich, Faber-Castell USA
Brent McLean, Paragon Consulting
Amsterdam
Las Vegas
Melbourne
Who We Are
Tina Skolnekovich:
Project Manager, Web
Development
Faber-Castell USA
Amsterdam
Brent McLean
Lead Consultant
Paragon Consulting
Sitecore MVP
Las Vegas
Melbourne
Faber-Castell
• Providing high quality writing and
artistic products since 1761
• Started in Germany and now in
31 countries
• US offices headquartered in
Cleveland
•
Art & Craft Brands
– Design Memory Craft
– Creative Studio
– Art & Graphic
•
Premium Writing Brands
– Design
– Graf von Faber-Castell
• Children’s Brands
– Creativity for Kids
– Premium Children’s Art Products
Amsterdam
Las Vegas
Melbourne
Paragon Consulting
• IT Consulting Company in
Cleveland since 1993
• Specializing in content
managed websites, custom
software development, and
mobile platforms
Amsterdam
• Sitecore partner since 2008
• 17 Sitecore certified
developers
• Sitecore e-Commerce
Specialty
Las Vegas
Melbourne
Previous System
Separate US and International Sites
Six independent brand websites
Obsolete CMS system
Shopatron Ecommerce
Amsterdam
Las Vegas
Melbourne
Objectives
Move to a modern CMS
Merge all brand websites into a single website under the FaberCastell brand
Merge the US sites into FC International
Improve SEO and marketability
Amsterdam
Las Vegas
Melbourne
The Challenge
Two FC groups
(US &
International/
Germany)
Two FC groups
(United States &
International/Germany)
Two Sitecore
partners
(Paragon and
Neveling)
Meet both US &
International
needs and
standards
Build a system that
matches corporate
standards while
still providing
flexibility
Amsterdam
Las Vegas
Melbourne
The Challenge
Two FC groups
(US &
International/
Germany)
Two Sitecore
partners
(Paragon and
Neveling)
Two Sitecore partners
(Paragon and Neveling)
Meet both US &
International
needs and
standards
Build a system that
matches corporate
standards while
still providing
flexibility
Amsterdam
Las Vegas
Melbourne
The Challenge
Two FC groups
(US &
International/
Germany)
Meet both US &
International needs and
standards
Two Sitecore
partners
(Paragon and
Neveling)
Meet both US &
International
needs and
standards
Build a system that
matches corporate
standards while
still providing
flexibility
Amsterdam
Las Vegas
Melbourne
The Challenge
Two FC groups
(US &
International/
Germany)
Build a system that
matches corporate
standards while still
providing flexibility
Two Sitecore
partners
(Paragon and
Neveling)
Meet both US &
International
needs and
standards
Build a system that
matches corporate
standards while
still providing
flexibility
Amsterdam
Las Vegas
Melbourne
The Solution
A new site built on
Sitecore
Integrate all of the
brands as sections
under the FC US
site
A new site built on Sitecore
Meet both US &
International
needs and
standards
Share common
functionality
across countries
Amsterdam
Las Vegas
Melbourne
The Solution
A new site built on
Sitecore
Integrate all of the brands as
sections under the FC US site
• Each with their own look,
but consistency across
brands and under common
FC logo
Integrate all of the
brands as sections
under the FC US
site
Meet both US &
International
needs and
standards
Share common
functionality
across countries
Amsterdam
Las Vegas
Melbourne
The Solution
A new site built on
Sitecore
Integrate all of the
brands as sections
under the FC US
site
One Sitecore instance
localized for each country
One Sitecore
instance localized
for each country
Share common
functionality
across countries
Amsterdam
Las Vegas
Melbourne
The Solution
A new site built on
Sitecore
Share common functionality
across countries
• Product repository, Search,
Galleries, News, Store
locator, etc.
Integrate all of the
brands as sections
under the FC US
site
One Sitecore
instance localized
for each country
Share common
functionality
across countries
Amsterdam
Las Vegas
Melbourne
Lessons Learned
Don’t
Build
in a
Vacuum
Amsterdam
Don’t Use
the
Straightjacket
Build Up
from
Sitecore
Las Vegas
Plan on
the
Exceptions
Organize
for
Growth
Melbourne
Don’t build in a vacuum
 Understand the needs of
each country and brand
 Understand the graphic
uniqueness of each brand
Amsterdam
 Determine where you
have common shared
content and functionality
needs
 Also look at where those
needs can’t be shared
Las Vegas
Melbourne
Don’t build in a vacuum
 Look at the efforts of
each country and co-op
all that you can
 Be cautious of
ecommerce differences
for each country
Amsterdam
 Evaluate how integration
needs vary by country
 Know that a common
language does not
necessarily mean
common content
Las Vegas
Melbourne
Don’t use the
Straightjacket
 Allowed each brand to
have their own design
and keep what’s
important to them
 Allowed each brand and
country to have custom
functionality
 Altered product repository
to expand and meet US
needs
Amsterdam
 Utilized flexible Sitecore
structures to allow many
different looks
Las Vegas
Melbourne
Don’t use the
Straightjacket
 US site continues to use
Shopatron while
international sites don’t
use ecommerce
 Set a culture of creativity,
not controlling
 Look for re-use
opportunities, but don’t be
a slave to it
Amsterdam
Las Vegas
Melbourne
Build up from Sitecore
 Sitecore used as the core
of the entire site
 Utilized Sitecore’s multilingual capabilities
extensively
Amsterdam
 Built a product repository
system on top of Sitecore
and integrated Shopatron
 Extended content editing
tools to ease complex
content entry
Las Vegas
Melbourne
Build up from Sitecore
o Creativity Club
o Store locator
o Photo galleries with
submissions
o Video galleries,
o News and events
 Built other
functionality on
Sitecore framework
Amsterdam
Las Vegas
Melbourne
Plan on the Exceptions
 Shopatron integration
only implemented for US
 Have localized sections
and not just pages for
maximum flexibility
 Build a flexible content
scheme for a wide variety
of needs
Amsterdam
Las Vegas
Melbourne
Plan on the Exceptions
 Separate styling for each
brand/country for
localized designs that
don’t affect the rest of the
site
Amsterdam
 Set expectations of
variations
Las Vegas
Melbourne
Organize for Growth
 Organized so new
brands and countries
can be easily added
 Navigational structure
with many hooks for
new content and
functionality
Amsterdam
 Included configurable
feature areas to call out
new and improved
features
Las Vegas
Melbourne
Organize for Growth
 Used tagging so content
can be pulled into many
different areas of the site
Amsterdam
 Robust product repository
that can grow with new
products, integration
needs, and new
ecommerce tools
Las Vegas
Melbourne
RESULTS
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne
Questions?
Amsterdam
Las Vegas
Melbourne
For more information,
contact
Brent McLean
Paragon Consulting
Tina Skolnekovich:
Faber-Castell USA
[email protected]
Amsterdam
440-684-3101
[email protected]
Las Vegas
Melbourne
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session feedback via the mobile site.
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Amsterdam
Las Vegas
Melbourne
Amsterdam
Las Vegas
Melbourne