Digital Experience Platform in Action: GROHE Delivers the World Class e-Commerce Experiences Customers Crave

by Heidi Unruh

There is no doubt that delivering great digital experiences is a top priority for companies that want to remain competitive. Investments in digital experience platforms are on the rise, and the companies that have mature digital experience ecosystems are getting a clear ROI from their investments, as well as a hefty digital experience edge. e-Spirit customer GROHE—the world’s leading provider of sanitary fittings and a global brand dedicated to providing innovative water products with nearly €1.5 billion in sales and more than 6,000 employees worldwide—is one such company.

For many decades, GROHE has been dedicated to the brand values of technology, quality, design and sustainability that illustrate the company’s commitment to creating exceptional experiences. GROHE wanted that commitment to extend to its massive e-commerce presence as well, which consists of 60+ GROHE Intranet, Corporate and Country websites in 80 countries and languages. But its existing digital experience ecosystem wasn’t up to the task, and a digital transformation was clearly necessary.

“We realized we needed to modernize our technology stack to get a unified view of the customer so we could make product content more engaging, and e-commerce experiences more relevant.” said Carlos Carvalho, Global Head of Websites for GROHE.

The company opted to build a digital experience (DX) platform to manage its digital presence so it could leverage best-in-class capabilities, rather than buy an all-in-one DX suite. GROHE chose the FirstSpirit Digital Experience Platform to serve as the foundation for its new DX ecosystem, and that investment has payed off. GROHE uses the FirstSpirit DXP to: manage content for multiple channels, including the website, mobile apps, and social and display ads; centralize content for a holistic view of the customer; and enable real-time content sharing across channels using Content-as-a-Service. Other systems used include SAP Hybris for product information management (PIM), CELUM for digital asset management (DAM), Solr for enterprise search, and an in-house developed content management system.

“We wanted to build a digital experience platform to suit our company’s global business needs, and FirstSpirit helped us accomplish that. The modular nature of the platform gave us the flexibility we needed to build a best-of-breed DX platform that greatly reduces development time while accelerating time to value. Content managers love it for its usability. More importantly, it helps us deliver the exceptional experiences that GROHE products are known for—now in the digital world as well,” added Carlos Carvalho.

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Heidi Unruh
VP Marketing North America