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One world, one brand platform

Tons of languages, lots of local editors and seven individual websites – all easily managed under one brand platform, one design profile and one unified concept.

Introduction

Jøtul’s origin dates back to cast-iron producer Kvaerner Brug, which was founded in 1853 outside of Oslo in Norway. Today Jøtul has the world’s largest distribution network for stoves and fireplaces and is one of the highest sought after brands in the stove and fireplace industry.

In 2012, the brand was re-launched after Jøtul had seen a need to differentiate themselves in the market. With a customer group that meticulously searches the Internet before making a purchase, a clear and user-friendly website that really strengthens the brand was absolutely essential.

Challenge

Jøtul needed to renew their brand profile to stay relevant in the market – and they needed to do it quickly and efficiently in every country where they have a presence. There was a sense of urgency. The old websites were confusing, non-responsive and not adapted to local markets. All content had to be edited from the head office in Norway, and the solution the site was built on was costly and complicated to maintain and customize.

In a time where production capability is not a competitive advantage, good design and a strong brand are what convince consumers to buy your product. Based on this idea, Jøtul embarked on a quest to find out what makes them unique as seen from the consumer’s point of view.

Solution

Through a six-month process, Jøtul identified what was relevant for consumers and what competitive advantages would differentiate them in the market. Surveys, “at home” studies, interviews with retailers and a series of workshops in Norway, Sweden, France, England, the USA and Germany resulted in a completely new brand platform.

The company’s Norwegian identity and the outstanding quality of their materials and design became the differentiating factors in the new brand profile. The new website was built by putting customer needs first: Information about products and installation were to be as accessible as possible. Therefore, Jøtul made a conscious choice to make their new sites 100% consumer-oriented and use the website jotulgroup.com for other information needs, such as company information, press releases, etc.

Local challenges were tackled by angling the different languages and websites towards unique and local content. Editors could easily access their sites to manage local content for their markets. With several editors having direct access to website content in Enonic, Jøtul has been able to implement all its languages at a tremendous pace. They launched seven different brand sites in a multitude of languages in just two years!

When something needs to be changed on multiple sites at the same time, such as updating product information, the change is made in the solution and it is easy to see which websites the change applies to. In addition, retailers can subscribe to a feed with product information that is updated hourly, so they always have the latest information. Having the ability to edit information for several thousand retailers on a single page and with a single click is a very efficient way to work.

The backbone of this efficient solution is a solid platform that Enonic and BEKK have adapted to Jøtul’s needs. Everything is stored in one place, while it is still available and can be used by many, without the head office losing control of content, design and strategy for individual sites. The editors all use the same interface and they don’t need to master different or complicated Content Management Systems. They can write one article and post it – and it will automatically be published with the right design for each site where it is published. Extremely user-friendly, simple and highly efficient.

The big challenge was finding an efficient way to manage websites for a brand with a presence in 43 countries. Jøtul sat a goal of establishing its new brand profile as efficiently as possible in all markets. They wanted to challenge the centrally managed work method they had used for so long and find a simple and flexible way to customize their various websites for local markets. There was a clear need for an internet strategy, where the head office would be in charge of the design, the framework, the code and the content strategy, but could also allow other resources to edit and create content specifically for a single market. The project also had to be cost effective since they needed to be able to launch seven new websites within two years – in 43 countries and languages.

Results

The project achieved its goals thanks to a concentrated and efficient project team. Half the team were specialists from Enonic’s partner BEKK, which was essential in order to complete the project successfully and on time. After BEKK got involved in April 2012, it only took a few months before the group portal was up and running. With such a short project, those involved had to make good decisions at a fast pace – which was both resource-saving and inspired creative problem solving.

After the re-launch, the number of visitors to Jøtul’s websites has increased significantly, and they have received a lot of attention and positive feedback on their websites, their design and their new brand profile as a whole. Today, Jøtul has about 20 web content editors working in Enonic with the group portal.

Sites powered by Enonic: Jotul.com, Jotulgroup.com, Scan.dk, Atra.fr, ildstoves.com, warmstoves.com, ildstedet.no and their extranet.

Technical

  • Enonic Cloud (Enonic CMS hosting by Enonic)
  • Google Analytics
  • Multi lingual and multi-site
  • Responsive design
  • Product information management in Enonic
  • Dealer management in Enonic
“It is very convenient and cost-saving to have different editors working in different countries without having to send them all on a long course so they can understand and use the platform. Our experience has been that the solution is solid, stable and safe enough that we can give people access to work directly in the system. It works like a dream.”
Marius Torjusen, Vice President Brands, Jøtul