Galaria

Galeria Kaufhof

Development of a cross-departmental social media strategy and conceptual design of the new corporate website

In cooperation with Molthan Advisors GmbH, we developed a cross-departmental social media strategy for GALERIA Kaufhof GmbH in an eight-month process. Together, we decided to design and set up eight social media channels, five blogs, a core team for editing, guidelines and a governance structure, and to anchor all measures in corporate communications.

Following the successful teamwork, our agency redesigned the corporate website.

Our customer

GALERIA Kaufhof has been a major player in the retail business for 135 years. With over 100 branches in 80 German cities and many additional brands, the company continuously reinterprets the shopping experience on all channels and is one of the largest retailers in Germany.

Our services

Strategy | Social media | UX design | SEO

The industry

Retail

Development of a cross-departmental social media strategy

A social media strategy was developed jointly with GALERIA Kaufhof, in a clearly defined process. A cross-departmental team was formed for this purpose. Goals, target groups, content and KPIs were defined in the course of four workshops and various interviews with experts.

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Social media platforms

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Eight relevant social media channels were defined as a result.

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Five special interest blogs form an essential core of the social media strategy.

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The topic was anchored in the company through guidelines and a governance structure.

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The new social media landscape at GALERIA Kaufhof is cross-departmental and fully networked. Customers take centre stage, and are presented with a consistent brand image across all channels.

Idea and UX design for the new corporate website

In addition to developing the social media strategy, it was decided to launch a new corporate website. Our agency was responsible for digital consulting, information architecture and the UX design. Interactive wireframes were provided to the IT department at GALERIA for internal implementation and integration with the in-house CMS.

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Process

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  • 1. Core team

    Formation of a core team with representatives from all departments involved
  • 2. Workshops

    Four workshops with the specialist departments, development of the objectives, target groups, content and KPIs
  • 3. Budget and FTE calculation

    Budget calculation with FTEs and external services
  • 4. Guidelines and governance

    Anchoring the social media strategy in the Corporate Communications department, additional managers in the Marketing, HR and Sales departments
  • 5. Strategy document and executive summary

    Summary of the strategy for the company management
On behalf of our entire team, I would like to express my thanks for the good teamwork, which met all our expectations. The employees at THE BRETTINGHAMS confidently structured and moderated the entire strategy process. In doing so, they used their valuable expertise to draft our strategy.
Gerd Koslowski, GALERIA Kaufhof, Director of Corporate Communications  

Interested? If so, please contact us!

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We'd love to invite you to our internet agency for a no-obligations chat so we can get to know each other.

Richard Brettingham SmithPresident & Chief Executive Officer
+49 (0)30 - 8800 135 10
anfrage (at) brettingham.de