Website Rollout in 22 Countries for Bosch Power Tools

Background information

For Bosch Power Tools, Kittelberger rolled out the Cordless Collection websites to 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 foundation is the FirstSpirit CMS and the advastamedia® framework for processing and delivering the product data.

Key data
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Within just a few months, Kittelberger supported Bosch Power Tools in rolling out the “Cordless Website” to 22 additional countries. In Eastern Europe, the website is now available in Russia, Ukraine, Poland, 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 have been added.

Digital Strategy Addresses Both Global and Local Requirements

For a successful rollout across many different countries, it is important to consider both the global strategy and local specifications equally.

“When it comes to brand communication and digital strategy, country-specific content and language presentation should always be taken into account in global campaigns,” says Dieter Müller, who oversaw the rollout as project manager at Kittelberger.

With regard to country-specific content, integrated localization is key so that the content matches the respective local markets.

Websites in Arabic are technically more demanding than, for example, creating an English version of a German website. The rollout to countries with languages such as Arabic and Farsi presents special challenges:

  • The CMS must support right-to-left text direction so that the content is displayed correctly.
  • The website must handle bidirectional text properly. Even though text is read from right to left, elements such as numbers or foreign words may need to be read from left to right.
  • The overall layout may also need to be adjusted to ensure intuitive usability. For example, on the Arabic site, the logo is on the right and headlines on the left, whereas in the Eastern European version, the logo is on the left and headlines on the right.

Sample Pages from the Bosch Cordless Website Rollout

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

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