Homogenous and structured expression
At the end of 2014, Eden Springs acquired Nestlé Waters Direct, giving it access to Germany and reinforcing its presence in Eastern Europe. The group realized at this time the need for an accurate global vision of the evolution of its markets, most of which were European.
Indeed, the new company became a part of the Group comprising 80 other entities that operate autonomously and manage their own sites. The creation of a coherent and well-structured e-commerce platform became a primary objective.
Building an ecosystem aligned with a data-centric vision
The project was entrusted to Valtech Switzerland and Valtech France, in November 2014, and covered 15 countries. First of all, the digital agency took on the design and ergonomics of the platform developed with Drupal. Then, digital performance quickly became a central challenge. Although the priority was to unify and increase the coherence of the Group’s digital communications, local issues were nonetheless taken to heart for the platform’s design. Difficult to do otherwise when you have a multi-brand strategy!
Digital performance for better legibility
Far from glossing over each market’s specificities, Valtech’s digital performance experts, on the contrary, identified them, attributed them specific KPIs and included them in their analysis. All useful information was assigned to specific dashboards and every lead generated to a database.
The digital agency consultants thus designed and applied the whole SEO strategy in line with the progressive launches of the platform on the various markets.
An online strategy that is truly managed
The first wave of migration took place in February. The monthly reports currently generated country by country enable the Group to improve its market knowledge, refine its vision and adjust where necessary. A handful of countries in Eastern Europe still remain to be migrated in 2018. Over time, a privileged relationship has been built between Valtech and Eden Springs. In the first 10 months of its existence, the new site has generated 33% of revenues.
“During the overhaul of our brand and e-commerce platform in Europe, we have benefitted from Valtech France’s expertise in driving our KPIs, to guarantee that the critical objectives in Eden Springs’ online strategy are on-point and followed up ». Anthony Morand, Project Manager & Webmaster, Eden Springs International S.A.