04|07|16 • Berlin / Basel The new Migros.ch

The biggest Swiss retailer’s whole world in one place

With the Migros.ch relaunch, Aperto is making Switzerland’s largest retailer accessible in one place — with a new design, optimised user experience on all devices, and features such as personalisation and localisation.

The largest retailer and employer in Switzerland, Migros’ new website now offers all users an integrated brand experience, uncomplicated access to relevant information and products as well as added value through personalised services. As the lead digital agency, Aperto was responsible for the relaunch, including strategy, concept, UX, visual design and content as well as front- and backend implementation. The technical realisation was built on Magnolia — a content management platform developed in Switzerland.

Behind the new online presence lies a complex information architecture and a modular toolbox principle. This enables the integration of Migros’ separate brand and product websites, merging the myriad fragmented web presences into a single, consistent customer experience. The visual language and tonality of the new site is uncomplicated, comprehensive, fresh and personal.         

In addition to the seamless, multi-device user experience; personalisation and localisation features were integral to the project. Now Migros’ customer guarantee to always be available can be fulfilled better than ever — with an experience customised according to the device, location and time. For example, users are able to manage their personal accounts — which are linked to the customer-retention and bonus point program ”Cumulus” —-  on all devices, in a single click. The store search and product availability check fortify the service-orientation of Migros’ online presence.

“Migros, with all of its brands and products, events and stories, now fit into one, handy format on smartphones, tablets and desktops,” explains Philippe Stuker, Head of Digital Communications at Migros. “This is how we’re bringing the brand back to the people and can offer an added value, irrespective of where the customer currently is. Always close, like back then. Only much better.”

“The creation of a new digital ecosystem for such a complex conglomerate like Migros was a huge challenge. We’re happy that we could put our experience in the implementation of complex projects, as well as our expertise in the Magnolia CMS to work,” says Kai Großmann, COO at Aperto.

The website is structured into three primary sections:

  • Shopping with the product range, stores, specials and new products
  • Migros World with all topics and information relating to Migros, as well as
  • My Migros with the customer account and personalised features

The highlights summarised:

All Migros in one place: over 5,500 pages, 340 own brands and over 40,000 products, in three languages: German, French and Italian, and seamlessly available on all devices thanks to a responsive design with five breakpoints, for over 3 million visits per month.

Digital brand design and user experience: comfortable, large-scale on-canvas navigation, an icon system for the website and supermarket, personal communication with customers through image, text, animation and an emotive visual language.

Personalisation: manage personal details, create and share shopping lists, activate coupons and vouchers and transfer them on to the Cumulus card, print receipts from the last 24 months etc.

Search online, purchase offline: 1000 locations and stores mapped online, setting of preferred store through localisation, opening times and product availability viewable at all times.

Aperto has worked with the Migros Group on digital projects since 2012 and in 2014 beat other candidates in a multi-stage pitch to become the lead digital agency for Migros.ch. For the relaunch, Aperto worked together with the Migros IT department as well as the following agencies: Namics (the Cumulus section), Liip (produkte.migros.ch, shopping planning, shopping list, local store) and Smartive (FAQ, job portal, store finder, search).

The relaunched site was based on Magnolia, the Migros-proven content management platform. Magnolia is also one of Aperto’s long-standing technical partners.

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Nicole Ruhl, Marketing & PR
Aperto – An IBM Company
Chausseestr. 5
10115 Berlin
+49 30 283921­-268