Migros, the largest retailer in Switzerland, has launched a completely new website. The new design and optimized user experience are part of an effort to make the retailer accessible on all devices. The technical realization was built on Magnolia, a Swiss content management platform.
Aside from the new, refreshing look, Migros.ch now offers easy access to relevant information and products, as well as several personalized and localized services. Digital agency Aperto was responsible for the relaunch and partnered with content management platform Magnolia for the technical part.
The company Migros consists of several brands, such as online supermarket LeShop.ch, sports shop SportXX, furniture store Micasa and multimedia online shop M-Electronics. Due to the redesign, Migros’ separate brand and product websites are better integrated. “The myriad fragmented web presences are merged into a single, consistent customer experience”, the company states in a press release.
User eExperience based on device, location and time
To better serve the modern customer, the website was optimized for a multi-device user experience. But the company also tried to add more personalized and localized features, so the customer gets the best experience based on its device, location and time. Users are now able to manage their personal accounts, which are linked to the customer-retention and bonus point program Cumulus, in a single click and the store search and product availability check add to the improved service on Migros’ new website.
“Migros, with all of its brands and products, events and stories, now fit into one, handy format on smartphones, tablets and desktops”, says 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 new website contains over 5,500 pages, 340 own brands and over 40,000 products, in German, French and Italian. It’s available on all devices due to a responsive design with five breakpoints, and welcomes over 3 million visits per month.
Migros is both the largest retailer and the biggest employer in Switzerland. The Migros Group includes 20 businesses spanning the sectors of industry, trade and travel as well as the Migros Bank. Migros also owns LeShop.ch, an online supermarket that was founded in 1997 and generated sales worth 162 million euros last year.