Arvato Systems relaunches the website for the tire specialists Continental AG
Continental, a traditional company founded in 1871 as „Continental-Caoutchouc and Gutta-Percha Compagnie“ in Hannover, is known worldwide for its tires. In terms of digital communication, in order to use their own website more as a marketing and sales instrument across all locations, a comprehensive digital relaunch was necessary that would provide a new concept and a new design as well as the technical implementation within a narrow timetable.
Continental‘s website is an important source of guidance and information. A revision was necessary to satisfy the current demands of this task on the web: a responsive web design, target group-specifi c navigation, search engine optimization, faster loading times, and a user-friendly back-end were the primary goals.
The Continental tire division planned a website with a modern design and high functionality. They wanted to make it possible for the editors to easily enter and manage content while signifi cantly improving the usability for visitors. Beyond that, it was necessary to optimize the internal editorial processes for content maintenance and administration.
We are proud of the project that we fostered from the ground up. Despite tight deadlines, we worked together as partners in highly functioning teams.Dietmar Schulte, Head Project Manager for Arvato Systems
Website administration is performed via the CMS CoreMedia 8. CoreMedia Studio enables, for example, „preview-based editing“. The CMS connection to a tire database contributes to easing the pressure on the editors. The website has been implemented with responsive web design for the benefit of end device and browser independence.
Arvato Systems planned and implemented a new website concept including design with the aid of agile development methods such as rapid prototyping and a comprehensive usability test within the target group. Since the divisions of cars, trucks, motorcycles, bicycles, and utility vehicles have different requirements from selected target groups, five different prototypes were designed for industrial application in the divisions of cars, trucks, and bus tires, as well as motorcycle, bicycle, and specialty tires – with the automotive tire product page as the master.
Professional video content emphasize the character of Continental as a premium brand.