Grupo Petersen is one of the largest financial groups in Argentina. Yet over the years their digital presence had lacked the same quality to match its reputation. And so they decided to carry out a digital renovation using the content management system of Contentful.
With Contentful, Grupo Petersen (GP) can deliver quality content to every one of its banks within its group to ensure their individual uniqueness as well as being able to make updates.
“At GP we always seek to provide the best customer experience,” said Luciana Della Croce, the chief digital officer. “We worked with Aerolab [their tech partner] with the most demanding levels of quality and it was an overcoming experience.”
The website is one of the core business tools that a company has, and it’s no different for Grupo Petersen. They use it to keep in touch with their customers and provide meaningful content at the right time.
Yet there were big issues developing for Grupo Petersen. It needed a centralized platform for its national content, but also the ability to maintain the identity of each region of the four banks that consist of Grupo Petersen.
Another issue that was growing but was not being addressed was that its websites at the time weren’t part of the same digital ecosystem. For the millions of its customers, these problems had to be addressed for the convenience of these customers.
With Contentful, Grupo Petersen was able to centralize its content nationally – which consisted of 160 pages worth of content – and got everything all done within 8 months. “The timing was fast and agile, as planned,” said Daniel Miranda, the corporate manager of digital channels. “Thanks to the Contentful API, we can make changes from mobile devices. We could not do this before.”
There were some services that had to be integrated at the front-end for things like benefits, forms, quotes, maps, etc. Also, some of the back-end data was able to be adopted for front-end use.
Grupo Petersen “brought people from different states of Argentina — members of different areas of the banks,” said Daniel, “to teach them agile methodologies, and they adapted perfectly to the flexibility of Contentful. They were really impressed by the fast speed of the time-to-market implementation. Before, making a change on the websites could take weeks.
“Now we do it on the same day. We can now present personalized content for each client depending on their interests and profiles.”
Faster and friendly
In those pre-Contentful days, Grupo Petersen would usually witness the loss of 330,000 views from poor navigation experiences across its websites. Now those days of huge losses are over.
Now, users can click to the corporate site faster due to the removal of much of the unnecessary content that was clogging up its digital space.
“With the redesign,” added Daniel, “the new distribution and architecture proposed by Aerolab made the navigation of our website faster, easier and friendlier for any type of user. This distribution and new architecture were integrated easily and seamlessly with the modular design of Contentful.”
Very soon after their replatforming to Contentful, Grupo Petersen realized the flexibility of the platform and how easy it is to modify components on the page. When it comes to the different teams within Grupo Petersen, “they adapted perfectly to the flexibility of Contentful,” added Daniel.
A boost in revenue, greater engagement, repeat purchases, and stronger loyalty value were all the results from the redesign and replatform.
What’s more, these digital experiences emanating from Contentful are also available on mobile. Although, “we have to take into account that our clients are used to a desktop,” said Daniel.
Also, the time it took to reach the market has rapidly accelerated – as much as 500%. For example, a new product in the pre-Contentful world would have taken around 10 days; now it takes around 2 days. “Before,” said Daniel, “every time we had to change a layout or a banner we needed a developer from the IT team, taking five to seven days. Now it takes only one day.”
Scaling is another functionality that has hugely benefited Grupo Petersen, giving it the flexibility to reuse everything and anything to update their individual sites. They can adapt to mobile devices that boost traffic as well as interaction.
Grupo Petersen’s digital renovation actually took place right before the pandemic hit the US. When March 2020 came around, they were able to continue their development online and launched months later.
By summer of 2020, Grupo Petersen reached their growth they were aiming for by 2022, with Contentful playing a major part in that success.