This webinar discusses Metro AG's implementation of Sitecore for its customer-facing website across 25 countries. It oversaw migrating content from over 10,000 pages to the new Sitecore-powered site. This resulted in a 42% increase in non-paid traffic within three months. The webinar emphasizes establishing governance, content processes, and personalization strategies from the start. It also stresses building internal expertise to empower local marketing teams through training and knowledge sharing.

2. About
80+ webinars to inspire your digital marketing

3. Housekeeping
• The webinar recording will be available on www.sitecoresummerschool.com within the next 24 hours
• Submit your questions in the chat box, and we’ll attempt to answer them during the Q&A at the end of
the presentation

4. MAKING BRAND COMMUNICATION RELEVANT
GETTINGTECHNOLOGY APPLIED
Marina Sverdel, Head of Multichannel Marketing, METROAG
Michal Popelář, Managing Director ACTUM+, Sitecore MVP Digital Strategist

5. Classification level: Public
Marina Sverdel
Global Head of Multichannel Marketing, METRO AG
marina.sverdel@metro.de
Group subject matter expert in multichannel marketing
covering all customer communication touch points
Driving strategy road map, development and support in
implementation in 25 countries
WHO WE ARE
Michal Popelář
Managing Director, Actum+
michal.popelar@actum.cz
The only Sitecore MVP Digital Strategist 2016
in German market
Helping METRO, RWE or ORIFLAME to max out
Sitecore business potential

6. Classification level: Public
METRO CASH & CARRY – A CORE BRAND OF METRO GROUP1
Wholesale Consumer Electronics Stores Hypermarkets
1On 15 June 2015, METRO GROUP announced the sale of Galeria Kaufhof to the Canadian-based Hudson’s Bay Company.
The transaction was completed at the end of September 2015.
Cross-functional Companies
METRO GROUP sales 2014/15: €59.2 billion
Sales 2014/15 (bn) €29.7
Countries* 25
Stores* 750
Sales 2014/15 (bn) €21.7
Countries* 15
Stores* 1,007
Sales 2014/15 (bn) €7.7
Countries* 1
Stores* 293
Status: 30 September 2015
*Status: 1 April 2016

7. Classification level: Public
OPERATING IN 25 COUNTRIES
SERVING 21 MIO ENTREPRENEURS

8. Classification level: Public
It’s by helping our customers make their business a success that
we can start to fulfil our own ambition to be the
Champion for Independent Business.

9. Classification level: Public
HELP OUR CUSTOMERS BEING COMPETITIVE
GRANTING THEM ACCESS TO INDIVIDUALLY RELEVANT
CONTENT IN THE MOMENT OF NEED
Real Time All touch points All Devices
ANY
WHERE
TIME
DEVICE

10. Classification level: Public
METRO’s WEB IS ONE OF THE KEY
COMMUNICATION TOUCHPOINTS
Powered by
To help METRO be more impactful and consistent in customer communication
To test, learn and make it easier, faster and cheaper for countries to adopt locally

11. Classification level: Public
ONE GLOBAL USER EXPERIENCE FOR ALL 25 COUNTRIES
TO LEVERAGE THE POWER OF THE BRAND

12. Classification level: Public
GLOBAL SCALE: GROWING DIGITAL FOOTPRINT IN THE LAST 4,5 YEARS
Nov-11
Dec-11
Jan-12
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Millions
Sitecore launch
in the 1st
country

13. Classification level: Public
ACHIEVED 42% INCREMENT IN NON-PAID TRAFFIC TO MCC WEB
WITHIN THREE MONTHS OF DEPLOYMENT
Results
Mrz.
14
Apr.
14
Mai.
14
Jun.
14
Jul.
14
Aug.
14
Sep.
14
Oct
14
Nov.
14
Dec
14
Jan.
15
Feb.
15
Mar
15
Apr.
15
May.
15
Jun.
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Jul.
15
Live with new customer web

14. Classification level: Public
TO MAKE IT HAPPEN - DRIVE THE DEVELOPMENT AND ADOPTION
OF CUSTOMER WEB
Solution development
Documentation
Country roll out
Content migration
Adoption
Personalization
Training & People skills

15. Classification level: Public
ACTUM+ PLAYED A KEY ROLE TO SUPPORT METRO COUNTRIES IN MAKING
A SITECORE DRIVEN CUSTOMER WEB HAPPEN
Solution development
Documentation
Country roll out
Content migration
Adoption
Personalization
Training & People skills

16. Classification level: Public
25 COUNTRIES SUCCEFULLY MIGRATED TO SITECORE
200+
people
involved
12
native
speakers
for migration
18 pages daily
10 000+ in total
15 000+ hours
440 full days

17. Classification level: Public
SUCCESS MEANS TO SCALE CONTENT EXECUTION AND MIGRATION
300 300
50
0 0
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1200 1200
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300 300
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Sep.14
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Sep.15
Okt.15
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Dez.15
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Feb.16
Mrz.16
Number of pages monthly
1-TO-1 MIGRATION
AND ALSO:
▪ NEW PAGES
▪ NEW IMAGES
▪ UX IMPROVEMENTS
▪ CONFIGURATIONS

18. Classification level: Public
UX concept adoption
(Kick off)
Basic features
adoption (Migration)
Marketing features
adoption (Support)
OUR APPROACH TO ADOPTION OF METRO’S WEBSITE BY END USERS
PERSONAS & JOURNEYS & UX CONCEPT
GOALS &
VALUES
CONTENT
MAINTENANCE
PERSONALIZATION
& TESTING
ANALYTICS
OBJECTIVES

19. Classification level: Public
PERSONALIZATION STREAM NEEDS BUSINESS OWNER
Execution road map
Taxonomies,
goals,
profiles,
external data
Test and roll out
successful
use cases
PREPARATION INITIAL SET-UP MAX OUT THE POTENTIAL
Starting with PERSONALIZATION when web becomes live is already TOO LATE

20. Classification level: Public
EXAMPLE OF USE CASE – PERSONALIZED HOMEPAGE TEASERS
METRO Card registration Product visibility HORECA Inspiration SCO
Email acquisition Product visibility SCO Promotions
Next defined goal on the journey
is promoted
Predictive profiling to understand
where on the journey customer is
Segmentation from external
systems to select right journey
1 2 3

21. Classification level: Public
BUILD THE KNOW HOW TO EMPOWER GLOBAL AND LOCAL TEAMS
Dedicated support for marketers in countries
Coaching to apply technology for business
Workshops, webinars, trainings, know-how sharing
Executional support for content editors
Tutorial videos for
content editors

22. Classification level: Public
Both developement and execution roadmaps are crucial
KISS - apply small use cases and build complexity
Maturity of the organization is important
Engage organization with measurable results
Technology does not drive the execution, it needs to be applied
5 KEY TAKEAWAYS FROM STARTING PERSONALIZATION IN METRO
1
2
3
4
5

23. Q&A

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