Migros repeatedly achieves top marks in various ratings when it comes to sustainability. And it aims to further strengthen its commitment - not only as a company, but together with its customers. With the help of Aperto, Migros has now strategically repositioned its digital sustainability communication. A close interplay between strategy, editing and design has resulted in a content hub on the topic of sustainability that not only informs, but also involves. The digital agency Aperto, part of IBM iX, was responsible for the concept, content strategy, editorial implementation, design and development based on Magnolia CMS - all optimized for mobile, of course.
An important step: the sustainability hub was integrated into the Migros website on the first navigation level and is thus easily accessible for all users. This brings sustainability communication, which continues to be managed under the "Generation M" sustainability program known throughout Switzerland, even closer to the umbrella brand and conveys the holistic approach to the relevance of the topic across the group. After all, as Switzerland's largest retailer, Migros Group is committed to environmentally friendly and socially responsible products, climate protection and closing the loop.
"Sustainability has long since ceased to be a nice-to-have and has always been firmly part of Migros' culture. The new digital sustainability hub addresses our own commitment on the one hand, but is also intended to motivate people to make their own contribution," explains Philipp Bühler, Senior Product Owner Digital Platforms at Migros-Genossenschafts-Bund, and adds the first success figures: "Traffic to Migros' sustainability topics has doubled in the first weeks since go-live. This shows us that users are finding exactly what they are interested in and that we are hitting a nerve with our customers with our topics."
With snackable content formats such as guides, votings or tips & tricks, Migros draws attention to what everyone can do themselves. Detailed pages with background information offer the opportunity to delve deeper into topics. A new design based on illustrative infographics and an individual image style sets the scene for the content.
Another new feature is that communication on the company's commitment to and progress in sustainability is no longer only retrospective for the past year, but is continuous. This makes sustainability reporting an integral part of digital sustainability communication. As before, reporting is carried out in accordance with the standards of the Global Reporting Initiative (GRI). Thanks to the comprehensive integration of the UN Sustainable Development Goals, even more transparency and comparability is created.
"The topic of sustainability affects everyone. All customers can make a contribution. I am very pleased that we were able to realize a digital platform for Migros that conveys this message in an involving way based on the guiding principle 'Making sustainability simple together'," says Lukas Bezler, Creative Director at Aperto - An IBM Company.
The digital agency and IBM subsidiary Aperto has been serving Migros since 2014 as the digital lead agency for Migros.ch as well as various platform projects.
To the new Migros Sustainability Hub: https://www.migros.ch/de/nachhaltigkeit.html
The Migros Group is the largest retail company in Switzerland and also the largest private employer. The company is represented in all cantons, with a focus on metropolitan areas and bordering countries. Migros is owned by over two million cooperative members who are organized in ten regional cooperatives. These operate the core business of the Migros Group, retail trade. The group also includes the 20 operations of Migros-owned industry, various retail and travel companies, and Migros Bank. More at: www.migros.ch