CLAAS 100 Years - And as Modern as Ever
For more than 100 years, the name CLAAS has stood for agricultural utility and the latest in agricultural engineering. With its combine harvesters, forage harvesters, tractors, and self-driving harvesters, the company is one of the market leaders and operates in more than 150 countries worldwide. Through great innovation in all product fields, however, more and more web content was developed for countryspecific product ranges - so much so that marketing could no longer efficiently manage the content with the Content Management System they had been using.
The previous website of CLAAS, the agricultural machinery manufacturer with a rich tradition, essentially dated back to the year 2005, which made the website difficult to look at, despite several face lifts over the years. Moreover, the old pages were not optimized for viewing on mobile devices. Content creation as well as page management also needed to be simplified. To ensure this, more efficient administration of the more than 150 country sites would be necessary through stronger involvement of Ontram, the translation management system already in place, via an interface in the Content Management System.
CLAAS planned both a technical and content-based relaunch of its Internet presence in order to make a fresh start with clean data in a new system. The agricultural machinery manufacturer refrained from using content from the old CMS in the new system, instead choosing to enter entirely new German content, which would serve as the template for all other language variants. As with the implementation of the previous CMS, CLAAS turned to Arvato Systems for technical support of the project.
Today we can play around with various image details and sizes and see immediately how those changes appear on the page. Our website changes fluidly across all screen sizes and looks appealing on every output device.Katrin Tofall, CLAAS KGaA mbH
Based on the Content Management System CoreMedia 7 Blueprint, Arvato Systems implemented the tools for maintaining the content and adapted the editorial concepts inherent in CoreMedia to the specific needs of CLAAS. The translation management tool Ontram was also integrated into the new CMS and augmented by a series of additional functions: a status management tool provides information on the current processing status of translations, while a layout preview ensures, in real time, that the translator is also able to see with one glance whether or not the translated text is the right length to fit a language-specific layout template. A Translation Memory System (TMS) saves additional costs by re-using text that has already been translated.
Arvato Systems adjusted the templates in CoreMedia to the design ideas promoted by CLAAS for the optimized display of various pages on mobile devices.
In the CoreMedia Studio, the editors working for the agricultural machinery manufacturer can easily determine the arrangement of the individual content for various screen sizes. The specific data, such as download materials or contact information, for each different country website is saved in a database and is automatically supplied in the proper places.
Thanks to FluidDesign, the content plays out automatically and mobile technology-friendly since only the data that is necessary to display the pages is used – for example, the resolution and data rate are adjusted for videos in order to reduce the data traffic. The display changes fluidly across all screen sizes and looks appealing on every output device.
The editing processes run more simply, comfortably, and, most importantly, more efficiently.