Complex and technical content migration for JDE Peet's

Finding clarity in a diverse tech stack

If you enjoy drinking coffee, chances are you enjoy one of the brands owned by JDE Peet’s. Brands such as L’OR and Pickwick are well-loved across the globe and probably in your kitchen cupboard. When the organisation came to us, it was looking for a straightforward and manageable content approach.

JDE Peet's tech stack contained quite a few customizations that had been developed over the past years, which posed challenges in delivering high-quality marketing campaigns at a global scale while maintaining brand consistency. Additionally, the lack of clearly defined roles within the operating system resulted in confusion about permissions and timing in the content management process. Through close collaboration with the brand, iO successfully implemented a unified and standardised setup, bringing all the brands together on a single platform. This streamlined approach empowered the teams to execute their marketing strategies more effectively and efficiently.

Based on the newly designed operating model, the organisation developed a new technology architecture for their websites. To move all existing custom websites to the new general architecture, JDE Peet’s was looking for a partner that was ready to take on the migration of over 200 brand websites for 40 brands in a short amount of time. We happily stepped up.

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Challenge

Migrate the content of over 200 websites to one standardised platform

Solution

A structured, AI-supported migration approach and roll-out.

About JDE Peet’s

JDE Peet's is the largest coffee company in the world. It’s known for global brands such as L’OR, Jacobs, Tassimo and Senseo, but also responsible for local favourites such as Douwe Egberts, Pickwick, Marcilla and Kenco.

A new way of working and solution architecture

Completing a successful migration starts with a true understanding of the client’s business context. Fortunately, we had already supported JDE Peet’s in designing their new digital operating model. That model was designed to do more with less.

The business case showed clear cost efficiencies, faster time to market and a higher quality of output. To achieve that, we made huge changes to the processes, roles, responsibilities and team setup. However, the model would be nothing without a technology setup that could carry it.

Therefore, our team of experts designed a new white-label solution architecture. This new architecture included a single set of components that would be used by all JDE Peet’s brands and markets. Furthermore, it provided each brand with one signature style. That would allow us to reach the goals of JDE Peet’s: greater brand ownership, a short time to market and the ability to innovate quickly.

As part of this project, iO was asked to move the content for over 200 brand websites from the old technology setup to the newly designed and developed setup in Optimizely.

A business-centric, AI-powered approach

Migrating over 200 websites would be no small feat. Right off the bat, we had to set priorities so we could determine the perfect workflow. After defining the scope for each website, we categorised the websites into buckets based on their brand value in the market and website traffic. That process led us to three buckets: low-priority brands, high-priority single-market brands and high-priority multi-market brands.

We designed a fit-for-purpose migration approach for each of the buckets, using different levels of alignment with the website owners and varying amounts of focus on content quality uplifts. By defining this beforehand, our migration team was able to work autonomously and fast on brands with lower priority and spend more time on the high-priority websites.

Powered by AI

To get all websites to a minimum quality level with minimum effort, we used Artificial Intelligence to adjust images and content. We cleverly sourced source files from the website to maximise the power of this AI-generated content. Once we have defined the image specs for the websites, we handled all revisions with Generative AI – such as removing text from images, upgrading image quality, changing dimensions.

We also discovered that over 5,000 web pages were missing SEO-proof metadata. Our AI experts generated the metadata for every single page with our very own iO GPT.

“iO has exceeded our expectations by completing the migration of over 200 brand websites to Optimizely. The iO team combined MarTech and project management expertise with a deep understanding of our business, which explains why the transfer went so smoothly and efficiently. Their structured approach and involvement resulted in a seamless integration of business and IT, which led to a smooth migration and future-proof CMS solution. We are beyond pleased with the results and appreciate the professional and dedicated attitude of the entire iO team.”

Mo Marghich, Global Delivery Manager eCommerce & Digital at JDE Peet’s

Whitepaper: How to get the most out of your content migration

A successful content migration requires a well-thought-out strategy that takes into account your organisation’s goals and ambitions, an extensive inventory of the old and new technology and a step-by-step plan for the faultless implementation of the content migration. In this whitepaper, you will learn everything you need to know about organising this process successfully.

Download the whitepaper

Bringing all stakeholders together

Refreshing all of those websites was a challenge that you don’t take on every day as a company. As we were working on this project, iO bridged the gap between the business, the markets and IT. When speaking to the business or markets, we were developers. When working on development, we were part of the business. That’s how we united two worlds, working towards a common goal.

The result: a new baseline for growth

Within seven months, all websites were migrated to the new website setup. That left JDE Peet’s with a single standardised setup, including clear guidelines on how to configure content within the Content Management System in a scalable and repeatable way.

Now that every website is part of the same solution architecture, meeting the predefined content quality levels, JDE Peet’s has been given a fresh start. This baseline is the perfect starting point for the coffee and tea company to drive innovation. Learnings, new features and new content can all easily be applied across all websites.

At iO, we believe that experience is everything. And JDE Peet’s is now set to control their customer experience at a global scale.

It’s amazing what can happen over a cup of coffee.