Vorwerk

Online sales and marketing for Kobold and Thermomix worldwide

Triplesense Reply has been a companion of Vorwerk’s digital transformation since 2010. In addition to the worldwide digital presences and online shops for the product brands Kobold and Thermomix in addition to the direct and stationary sales channel, we are also responsible as digital lead for the general corporate image and a multitude of networked activities in the areas of customer experience, brand and content strategy, e-mail marketing and lead management.

Solutions

The web landscape designed, developed and technically operated by Triplesense cannot be described in any other way than universe. At the core of the ecosystem of product websites, online shops and other tools are the brands Kobold (vacuum cleaner) and Thermomix (food processor) as well as the central corporate website. The latter is available in 6 language versions, the product websites have so far been implemented in up to 9 country versions. Over the last few years, Triplesense Reply has converted all the websites concerned into a CD-compliant Responsive Web Design (RWD) and linked the areas for product information, online shopping and company presentation more closely together on a uniform technical basis. No matter where users land on a Vorwerk domain for the first time, suitable product information and the conclusion of the purchase are only a few clicks away. The Kobold Productwebsite (kobold.vorwerk.de) stands for full integration of product information and online shop. Both web systems, TYPO3 and Magento, are invisible to the user and deeply interwoven with each other. After prospective customers have convinced themselves of the advantages of the devices on detailed, opulently illustrated and animated product pages, they can put the desired product directly into the shopping cart and order online. At the same time, the route via the personal customer adviser or local Vorwerk stores is available prominently at any time. A detailed service area with questions and answers, instructions in text and video form as well as contact with local service facilities strengthen confidence in the brand. The online presence of the multifunctional Food Processor Thermomix (thermomix.vorwerk.de) offers an appetizing mix of product information about the multitalented machine, recipes for recooking and interaction with the community. The magazine “Ideenreich” regularly provides inspiration for the kitchen and a more beautiful home. Thermomix fans can order cookbooks, accessories and now also digital recipe chips in the neighbouring online shop. In accordance with the Vorwerk direct sales principle, the Thermomix itself is only available via the “Experience Cooking”: for this purpose, visitors can order Vorwerk representatives from any page of the portal to come to their homes in comfort. In addition to a large number of other microsites and landing pages, Triplesense Reply also manages the website of the Vorwerk Holding  (corporate.vorwerk.de). This currently documents the tradition and quality standards of the Vorwerk brand in 6 language versions and quickly directs prospective buyers to the product brands.

Result

New ways of approaching customers: Vorwerk combines the speed of the Internet with the service and customer orientation of direct sales by constantly developing its web presence. All online activities significantly strengthen the Internet as the first point of contact and increasingly relevant channel in multi-channel sales. Triplesense Reply supports the Kobold brand in Germany and 7 other countries and has rolled out the Thermomix website in 9 languages. Meanwhile concept and design, development and DevOps never stand still. The online universe needs to be maintained and made fit for the future. Besides numerous technical extensions of the Magento shops and the TYPO3 CMS, the team is already working on follow-up versions of the current websites. Triplesense Reply is a digital full-service agency responsible for consulting, creation and technical implementation.

About Vorwerk

The Vorwerk & Co. KG is a family business founded in 1883. The holding company is based in Wuppertal (Germany). The group of companies is headed by the personally liable partners Reiner Strecker, Frank van Oers and Rainer Christian Genes. Vorwerk’s business model comprises the development, production and direct sales of high-quality products and services. These include high-quality household products (Thermomix food processor, Kobold vacuum cleaner, Twercs cordless tools as well as air and water filters from Lux Asia Pacific) and cosmetics (JAFRA Cosmetics). The Vorwerk family also includes the akf banking group, Vorwerk Flooring (carpets and floor coverings) and Vorwerk Direct Selling Ventures GmbH, an investment company within the Vorwerk group. More than 649,000 people work for Vorwerk worldwide, more than 637,000 of them as self-employed advisers and some 12,000 as permanent employees. Vorwerk generates a group turnover of 3.1 billion euros (2016) and is active in more than 70 countries.