CLAAS is a family business founded in 1913 and is one of the world’s leading manufacturers of agricultural engineering equipment. The company employs 11,400 workers worldwide is headquartered in Germany. They tasked us with designing, developing and maintaining their UK and Ireland dealership websites.
One brand, many voices
With a mixture of independent and CLAAS owned dealers the requirements were varied. Not only did the sites need to showcase CLAAS machinery and equipment but also other brands such as New Holland, John Deere, Massey Ferguson and Case. CLAAS UK also wanted to be able to promote national campaigns across all the sites for specific regions or products.
Unique strategies, unique answers
During the Discover & Plan phase we thoroughly researched the market and worked closely with CLAAS to define and finalise the objectives, KPI’s and specification for the platform.
AB doesn’t have a one size fits all approach – we make sure we implement the best solution for each project – this may be a completely bespoke solution, or it may utilise or integrate with existing third-party platforms.
One platform, multiple sites
We developed a highly bespoke Content Management System (CMS) to power all websites and seamlessly integrate the CLAAS stock control system. There are currently 14 dealer websites, servicing over 60 physical dealer locations, a dealer directory microsite and AgMachinery – an aggregator site which seamlessly connects to the CMS and pulls machinery products from all other dealers.
We made sure that the brand was showcased consistently across all sites and the CMS allows both dealers and CLAAS employees to easily manage content or promotions.
Machines are seamlessly uploaded to the CLAAS stock control system and automatically fed into the aggregating and relevant dealer websites. Each site has been fully set up for Search Engine Optimisation, making them easy to find if you’re Googling agricultural equipment in your area.
With all websites protected using Cloudflare and extra functions and sites being added all the time, CLAAS has built an incredible online presence, resulting in a significant increase in sales.