Each year, vitra.com product pages are visited by about 3,5 million people and account for nearly 50% of all vitra.com traffic. This makes vitra.com one of our most budget-efficient tools for product promotion, in terms of reach to cost ratio. We propose the following workflow to help maximize the effectiveness of vitra.com.
Process:
- collect content during preparation for product launch / update - for all applicable visual content categories below (optimize content)
- assemble and prepare content in Censhare (how-to)
- communicate - when content is available - information about planned content if all content is not yet available
- (vitra.com Team prepares staging pages)
- review vitra.com staging pages, feedback, optimize
- go live
- visual content delivery to vitra.com team– at least 4 weeks before go-live
- staging pages available for review – at least 2 weeks before go-live - Mailand, Orgatec, M&O – at least 3 weeks before go-live
- go-live
Studio
- source / contact: Birgit Pieles, Matthias Mattmüller?
- availability / delivery: before launch, often more after launch
- goal / opportunity: show that we offer a variety of product versions, colors, and materials. Give the customer a straightforward (first) impression of the product.
- to do: provide photos of different SUB products for the FAM hero and versions of the same SUB product for each SUB hero
- shown on: FAM and SUB page
Details
- source / contact: Birgit Pieles, Matthias Mattmüller, others?
- availability / delivery: before launch, often more after launch
- goal / opportunity: show the quality of materials, the variety of colors and perhaps most importantly, the workmanship that sets our products apart from our competition. Direct the customer’s eye to the most important characteristics of the product.
- to do: provide a harmonious selection of at least 3 images to accompany the text, for picture galleries, etc.
- shown on: FAM, occasionally SUB page
Historical
- source / contact: Stine Liv Buur
- availability / delivery: before launch
- goal / opportunity: Show the history and legacy that makes Vitra classics special. Also consider sketches, diagrams and drawings as well as images of “youngtimers,” like MVS Chairs.
- to do: request these images as soon as the product is confirmed in order to research the media and clear the sensitive usage rights in time. If images are square or vertical, please provide a pair of images if possible.
- shown on: FAM page
Development
- source / contact: Chrissie Muhr
- availability / delivery: before launch
- goal / opportunity: emphasize the importance and complexity of the design process and connect the personality of the designer to the furniture. Also consider sketches, diagrams and drawings.
- to do: request these images well before product launch or even during the development process in order to clear the potentially sensitive usage rights in time.
- shown on: FAM page
Production
- source / contact: MarCom, others?
- availability / delivery: often not until relatively late in the process, internal planning and communication before launch
- goal / opportunity: eye-catching content, highlight Vitra’s exceptional quality
- to do: MarCom responsibility
- shown on: FAM page
In Situ
- source / contact: MarCom
- availability / delivery: almost always after launch, more photos often follow over time
- goal / opportunity: inspire, show Vitra furniture and “Vitra style” in the final setting
- to do: MarCom responsibility
- shown on: SUB, occasionally FAM page
- FAM and SUB Assets
- FAM and SUB Metadata: - name - designer - date of launch - availability - product type - product category - topic (SUB only) - field of application: please pay attention to sorting - first position = default (SUB only) - product no. (SUB only)
- FAM and SUB texts - all language translations
- Visual content - photos, renderings, graphics, videos (how-to) - Metadata complete - Editing complete - Approved by PM - Cutouts _F and _FS - Copyright permissions (historical, development)
- Configurator: - channels in Group and Product level - all configurator vignettes
- Information Widget - materials - sorting as in Pricelist (FAM and SUB); material texts (FAM and SUB) - dimension vignettes - consistent naming (text construction kit); logical order (especially FAM) - CAD data - logical order (especially FAM) - factsheet - consistent naming (text construction kit), language metadata - instructions for use - consistent naming (text construction kit), language metadata - care instructions - consistent naming (text construction kit) - ecology information - consistent naming (text construction kit), language metadata
- Price in filter (SUB only)
- Additional information: staging / go live date, local channels, etc. in Timing Product Launch (xlsx)
FAM - product family pages:
- the story and history of the product family - "emotional" information
- text is often longer with additional embedded visual content
- FAM pages may be deactivated if there is only one product in the family and there is not enough interesting content for both a FAM and a SUB page.
- Short URLs always link to FAM pages; however, the link may redirect to a SUB page if the FAM page is not active
- FAM URL structure: www.vitra.com/en-ch/product/fam-name
- succinct, factual information about a specific product (subfamily)
- text is short with no possibility to embed additional visual content
- one product page is live for each product (subfamily) currently in the collection
- all products on the product overview (filter) pages link to SUB pages
- SUB URL structure: www.vitra.com/en-ch/segment/product/details/sub-name
