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Europe’s leading paper-based packaging provider embraces digital

With its new digital platform, SKG delivers personalized experiences to customers while empowering regional marketing teams




Western Europe

See the project

Sitecore Experience Awards 2018

SKG delivers superior digital experience with Sitecore

With 46,000 employees in 370 production sites across 35 countries, Smurfit Kappa Group (SKG) is one of the leading providers of paper-based packaging solutions in the world.

To support its digital ambitions, SKG sought to create a world-class digital communications, sales, and marketing platform – one that would enable SKG and its divisions to deliver a seamless and tailored digital experience to all stakeholders (investors, clients, partners, customers, and prospects, etc.) across the globe.

Designed and implemented in less than three months, the GDPR-compliant site delivers a personalized, experience to all customers, underpinned by a secure and scalable cloud-based infrastructure. Product catalogues are SEO-optimized and easy to navigate, and the site connects customers with the sales team at every opportunity.

Furthermore, the corporate team has trained marketing teams in various countries to set up campaigns, landing pages, and microsites using Sitecore. These marketers can now analyze customer activity and use data to continually test and improve the online experience.


  • Get a paper-based product company to think digital
  • Create a stellar online presence that reinforces SKG reputation as market leader
  • Help customers find solutions quickly and easily
  • Present global product offering while tailoring content for regions
  • Connect customers with sales teams at every opportunity


  • Develop a scalable and powerful cloud-based marketing and sales platform that serves relevant experience to multiple audience, enables marketing and sales to act on insights, and reflects SKG leadership status and ambitions.
  • Develop a new product/solutions catalogue primed for SEO that promotes and facilitates access to products and moves customers through sales funnel


  • Improved customer experience
  • First phase of world-class digital marketing platform delivers huge operational efficiencies
  • SKG marketers can manage global and local sites
  • Quickly develop a module-based campaign site
  • Analyze customer activity and use data to continually improve the online experience
  • Harness the platform to deliver a personalized and relevant experience to customers

Products used

  • Sitecore Experience Platform (XP)
  • Sitecore Experience Database (xDB)
  • Sitecore Experience Manager (XM)
  • Federated Sitecore Experience Manager
  • Sitecore on Microsoft Azure (PaaS)

Platinum Solution Partner

Based in the Netherlands, Macaw is a Sitecore Platinum Solutions Partner that specializes in digital marketing, e-commerce, marketing automation, and marketing intelligence.