Website rollout in 22 countries for Bosch Powertools

Background information

For Bosch Powertools, Kittelberger rolled out the cordless collection websites in 12 Eastern European countries and 10 countries in the Middle East. The website was implemented in 2019 and is now going live in these additional 22 countries. The technical basis is the First Spirit CMS and the advastamedia® framework for preparing and outputting the product data.

Key data
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Within a few months, Kittelberger helped Bosch Powertools to roll out the "cordless website” in additional 22 countries. In Eastern Europe, the website is now also available in Russia, Ukraine, Poland, the Czech Republic, Slovakia, Hungary, Croatia, Slovenia, Serbia, Bulgaria, Romania and Turkey. In the Middle East, the countries Kuwait, Lebanon, Iran, Jordan, Oman, Qatar, Saudi Arabia, Pakistan and Iraq were added.

Digital strategy includes global and local requirements

For a successful website rollout in various different countries, it is important to keep an eye on both the global strategy and the local characteristics.

"When it comes to brand communication and digital strategy, the country-specific content and the representation of the languages ​​should be taken into account in global campaigns," says Dieter Müller, who accompanied the rollout as a project manager at Kittelberger.

Concerning the country-specific content, integrated localizations must be ensured so that the content fits the respective country markets.

From a technical point of view, websites in Arabic are much more demanding than, for example, creating an English version of a German website. The rollout in the countries with the languages ​​"Arabic" and "Farsi" is a particular challenge:

  • The CMS must support writing from right to left so that the content is displayed correctly.
  • The website has to be able to handle bidirectional text. Because even if the writing is read from right to left, there are elements such as numbers or foreign words that are read from left to right.
  • The overall layout should also be changed if necessary so that the page can be operated intuitively. On the Arabic side we find the logo on the right and headings on the left and in the Eastern European part the logo on the left and the headings on the right.

Example websites of the website rollouts

Eastern Europe:
https://www.bosch-professional.com/hu/hu/ajanlatok/ujdonsagok/cordless/

Middle-East:
https://www.bosch-professional.com/ae/ar/specials/highlights/cordless/