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Betafence Website
Philip AchtenThe Reference
Betafence Website
About Betafence
• Leader in the fencing industry
• More than 125 years of exellence
• € 500 million TO in 2008
• 2.000 employees
• 13 plants in 12 countries
• 25 sales offices & agencies
• Customers in more than 100 countries
Betafence Website
Challenge (1)
• Betafence builds and sells an incredible range of products
Residential applications (e.g. fencing systems for gardens)
Farming products (hunting grounds, horticulture…)
Industrial & public sector (access controls, detection systems…)
Welded mesh for industry (glass reinforcement, pipelines…)
→ How is it possible to present such a wide catalogue in a coherent, yet user-friendly, interface ?
Betafence Website
Challenge (2)
• Betafence had a lot of trouble with the previous website
• Impossible to operate in "Internet-time" and with "Internet dynamics"
• Decentralized content input and translation issues
• Potentially risky lock-in by in-house, proprietary platform & tools
• Hidden costs
Betafence Website
Key Objectives
• Build a world class corporate website that fulfils the following missions:
1. Strengthen Betafence’s worldwide Internet presence
2. Serve the information needs of the target groups
* Professional prospects* Residential prospects * Prescribers * Direct customers* Indirect customers
3. Provide decentralized content management with the implementation of Sitecore as Content Management solution
Betafence Website
Why Sitecore ?
• .Net technology
• Already used by large accounts
• Excellent content editing features
Web-based Page Editor (in site editing) Content Editor & Preview
Flexible workflow (Workbox)
Multi-lingual SEO-friendly
Allows communication department to manage the site and leverage decentralized content input and translation
Betafence Website
Sitecore : CMS & Application Platform
Betafence Website
Making the catalogue more user-friendly (1)
• As we already emphasized, guiding the customers through the products catalogue is a key issue for Betafence
• Sometimes, you know the purpose of the product... but not the product itself
• The Reference imagined a brand new navigation with four entry doors: browse the catalogue by application areas, by product group, by “full text” (search box) or by using an interactive form (“narrow down” approach)
Betafence Website
Betafence Website
Search Results
Betafence Website
Compare Results
Betafence Website
Making the catalogue more user-friendly (2)
• The Reference also created an online specification generator called “Specify Me”
• This interactive feature helps prescribers to find the best suited product in a 3-steps process and download the technical drawings, brochure pages and RFP
• Thanks to the Ajax technology, the interface provides a desktop-like experience (no page reload)
Betafence Website
Betafence Website
Betafence Website
Betafence Website
Betafence Website
International rollout (1)
• Currently released in UK & Benelux
• Next phase: Italy & Poland
• In total: about 15 languages including Chinese, Turkish, Lithuanian...
• Betafence needed an agile platform to easily add a new country or language. Sitecore offers the following key concepts for this:
Country/language extensibility Content reuse Workflow Translation
Betafence Website
International rollout (2)
• Sitecore provides a versatile framework for managing multiple countries & languages
An entire language tree can be copied Easy switching between languages Translation view A content repository is used for reusing shared content such as the product catalogue
Betafence Website
Betafence Website
Business Benefit
• Robust platform to manage the same content at a worldwide level
• Easy deployment for each subsidiary
• State-of-the-art catalogue positioning Betafence as an innovative brand and a key actor in its sector
• The catalogue is a business generator as it provides a comprehensive and intuitive overview of the products made by Betafence
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Thank You !Any Questions ?