Migros, Switzerland's biggest retailer, offers recipes, tips and exciting stories about eating, preparing and enjoying food in its Migusto cooking club. Together with the digital agency Aperto, part of the global IBM iX agency family, the newly launched website migusto.migros.ch was designed as a service and content platform that makes cooking even more fun.
With a fresh digital experience design and a contemporary technology setup, the platform is targeted to current and future customer journeys and offers more service as well as personalized content tailored to the user. Aperto was responsible for the UX and UI design, frontend and backend development as well as the migration to Magnolia CMS.
"The relaunch aims to further increase the relevance and brand awareness of the cooking club and to position Migros more strongly in the food and lifestyle sectors. The new platform improves the customer journey and, with the new technology stack, enables us to generate even more loyalty to our brand in the future," says Désirée Poffet, Project Manager Digital Platforms at the Migros Cooperative Association.
As a member of the Migusto Cooking Club, for example, you can compile the ingredients from the recipes on a digital shopping list with just one click and thus pragmatically prepare the next purchase. Different content formats offer inspiring storytelling and provide the necessary background information for cooking. In combination with Cumulus, Migros' in-house loyalty program, it provides incentives for newly registered cooking club members.
The technical implementation was based on modern interfaces and front-end technologies such as GRAPH-QL and React as well as Inter-Company Widgets. Comprehensive software modules were individually adapted – based on Magnolia CMS, Migros' central content management system. SEO-based on performance analyses enables optimal findability. Migusto's editors can rapidly counter emerging food trends with dedicated landing pages that can be generated quickly using optimized filter mechanisms.
The digital agency and IBM subsidiary Aperto has been supporting Migros as a digital lead agency since 2014.
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 conurbations and in neighbouring countries. Migros is owned by over two million cooperative members, who are organised in ten regional cooperatives. These operate the core business of the Migros Group, the retail trade. The group also includes the 20 businesses of Migros' own industry, various trading and travel companies as well as Migros Bank. More information can be found at: www.migros.ch