Personalizing for diverse customer segments
The energy market is transforming rapidly in Germany and across the European continent. With shifting demand, wind and solar renewables are replacing coal, gas, and nuclear power. In 2016, to address this disruption, German energy giant RWE rebranded its retail, renewables, and grid divisions into a newly formed billion-dollar startup, innogy SE, with 42,000 employees and 23 million customers in 11 countries.
Although flush with green power, smart grids, and efficient home solutions, innogy required a complete digital transformation to engage its broad customer base, to win new customers, and to outcompete agile startups.
"We have a lot of target groups with diverse interests, so it’s important to shorten the customer journey and quickly move each visitor to the information they need,” says Sandra Köhler, Senior Manager Digital Team, innogy SE. “This vision requires a scalable web platform and personalization framework to serve tailored content to many personas. Sitecore XP was the right choice for us."
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