Deichmann Children's World becomes Family World over Christmas
The successful web relaunch of the corporate site of Deichmann SE was followed by the redesign of the children's world to the family world at the beginning of December 2010. communicode accompanied the shoe retailer during the entire process of visual and structural renewal. The Family World comprises a wide range of offers for parents and children.
The previous focus on children has been extended: from now on, the whole family will be addressed. For children, for example, there are online games, craft tips and fun language and relaxation exercises. Parents can find out about a wide range of topics relating to their children on the website; health and development play a major role, but a variety of leisure tips and cooking recipes are also on offer. Of course, the Family World service also includes detailed advice on buying children's shoes. Here, parents can find answers to all the questions they have when buying children's shoes. The visual focus of Familienwelt is based on the guiding principle of "community". Thus, scenes from everyday family life are presented through the repeated depiction of parents with children. At the same time, a solid and expandable navigation model was developed. The Family World offers more than pure information; it is a participatory platform. This is already reflected in the top navigation level. Here, for example, there are the sections "Playground," "Join in," and "Win." In this way, the user is encouraged to actively help shape the content of the website. Among other things, they can upload funny quotes from their child and rate the quotes of other users. The Family World thus creates added value for the user, both editorially and in terms of visual presentation, and brings the user closer to the shoe collection.
On the technological level, there have also been some changes. Many functionalities have been adapted to the technological basis of the corporate site and a connection to the online store has been created. Now the displayed products can be maintained centrally. Separate manual maintenance of the products in the CMS is no longer necessary. Adobe Scene 7 is also used here to display the product images. Consistent data maintenance is thus guaranteed for the family world. Deichmann will continue to expand its extensive family offering in the future.
DEICHMANN SE, headquartered in Essen, Germany, was founded in 1913 and is wholly owned by the founding family. The company is the market leader in European shoe retailing and employs over 28,000 people worldwide. Under the name DEICHMANN, branches are operated in Germany, Bulgaria, Denmark, Great Britain, Italy, Croatia, Lithuania, Austria, Poland, Romania, Sweden, Slovakia, Slovenia, Spain, the Czech Republic, Turkey and Hungary. In addition, the group is represented in Switzerland (Dosenbach/Ochsner/Ochsner Sport), in the Netherlands (vanHaren) and in the USA (Rack Room Shoes/Off Broadway).