The Betapoint loyalty program has been fully integrated into the respective country websites and offers customers real added value. Interactive filters based on the “Search for FirstSpirit” are used to provide a better overview. Various online calculators, e.g. for seed requirements and stock, help customers to plan their orders. The Salesforce Commerce Cloud-based store and Salesforce CRM were connected for an optimized, traceable customer journey.
Intentive was responsible for implementing the multi-project environment in the CMS and integrating the various third-party systems into the website. We closely supported the international rollout in Europe and North America with over 14 countries. In addition, the Betaseed platform is being continuously developed in close cooperation with the customer and other project partners.
International website relaunch
The leading supplier of sugar beet seed from North America, which belongs to the KWS SAAT Group, has completely relaunched its international website based on the FirstSpirit CMS. In addition to an attractive presentation of products and services individualized for the respective target markets, customers and interested parties will find comprehensive information on all aspects of seeds.
Optimal customer journey - also at the “website” touchpoint
Challenge
Betaseed faces the classic challenges of many internationally active companies. On the one hand, synergies need to be exploited when creating and maintaining international websites, while on the other, local market characteristics need to be taken into account.
In many CMS environments, it is easy to lose track of the multitude of different websites, structures and language variants. This had to be avoided.
Newly introduced third-party systems such as the store, CRM and loyalty program had to be integrated in order to be able to accompany the customer journey consistently throughout the entire campaign.
Approach
Betaseed uses the newly introduced FirstSpirit CMS and therefore has the best prerequisites for setting up a powerful international multi-project environment.
The Intentive product “Search for FirstSpirit” is used to map interactive filters.
We were not only able to contribute our FirstSpirit expertise to the implementation, our experience with comparable international projects was also a great advantage.
Together with specialized partners for CRM and store, the bi-directional integration of CMS & store and CMS & CRM was realized.
Solution
With the German website as a pilot, all important functions for Betaseed are going online for the first time.
In addition to editorial content, this includes a comprehensive wiki with important information for farmers and attractive product presentations.
Country-specific children can now be derived from the current FirstSpirit project. The “Corporate Content” module ensures that all sites are based on common templates.
Betaseed benefits from the integration with CRM and store, as the customer journey can now also be tracked on the website and is also supported by the integrated loyalty program.