Henkel’s digital transformation: a cutting-edge success case in digital marketing
Context
A unified, self-service mega-platform with market leader Henkel
Cognizant Netcentric has been a strategic partner in Henkel’s ongoing digital evolution, enabling the company, which is holding leading positions in the adhesive technologies and consumer brands business to build a state-of-the-art, centralized experience platform.
Henkel’s diverse portfolio—including iconic brands like Loctite and Persil—demanded a seamless and scalable digital presence to support its vision of a unified, data-driven future.
By implementing a cutting-edge mega-platform, Henkel has elevated its digital marketing and commerce activities, ensuring consistency, efficiency, and enhanced customer engagement worldwide.
The challenge
A natural evolution towards a digital-first future
Henkel’s growth over nearly 150 years has been characterized by innovation and adaptability. As the company expanded into new markets and product categories, its digital infrastructure also grew organically. Recognizing the need for a future-ready approach, Henkel embraced a bold strategy: consolidating its digital assets into a single, streamlined platform that fosters collaboration, accelerates time-to-market, and delivers hyper-personalized experiences.
By transitioning from a fragmented digital landscape to a centralized mega-platform “RAQN”, Henkel has transformed complexity into opportunity. The new platform enables seamless data integration across all business units, positioning Henkel at the forefront of digital marketing excellence.
The solution & implementation
The power of RAQN Web & Search
Cognizant Netcentric played a pivotal role in this transformation, delivering RAQN Web & Search—an advanced solution built on Adobe Experience Cloud and ElasticSearch. This dynamic platform supports:
- Search-Driven Dynamic Product Pages: Automated generation of product pages based on real-time product activations, ensuring a highly responsive digital storefront.
- Parameter-Based Content Customization: Editors can configure pages effortlessly, enhancing flexibility and consistency across brand touchpoints.
- Conditional Rendering Components: Personalized experiences through tailored content visibility, ensuring maximum relevance for each customer.
- Self-Service Form Builder: Fully customizable forms integrated seamlessly with Henkel’s backend systems, empowering marketing teams with powerful data collection tools.
The result
A seamless & scalable digital ecosystem
Since its go-live in June 2021, the platform has rapidly expanded to support over 50 brands, 600+ websites, and 700,000 pages, serving more than 80 million monthly page impressions. Henkel’s digital teams now operate with unprecedented agility, launching and managing websites with zero-code deployment, significantly reducing development costs and accelerating go-to-market strategies.
The benefits of this transformation include:
- Enhanced efficiency: lower maintenance costs, streamlined workflows, and reduced complexity.
- Scalability & speed: a future-proof platform that enables rapid expansion and seamless updates.
- Hyper-personalization: a unified data ecosystem that provides deep insights into customer preferences, ensuring highly tailored digital experiences.
Moving forward
A vision for the future
Henkel’s mega-platform is more than just a technological upgrade—it is a strategic enabler for sustained leadership in digital marketing and e-commerce. By leveraging the power of RAQN Web & Search, Henkel has positioned itself as an industry frontrunner, ready to meet the evolving demands of consumers and businesses alike.
"The transformation to our centralized platform RAQN has been a game-changer for us. The flexibility of our new mega-platform allows us to scale quickly, adapt to market shifts, and deliver highly personalized experiences to our customers. The impact has been tremendous—enhancing efficiency, reducing costs, and providing an agile foundation for future growth."— Daniel Stavropoulos, Head of Digital Experience, Henkel dx
Get in touch
At Cognizant Netcentric, we take pride in empowering global brands with transformative digital solutions. Henkel’s success story is a testament to the power of innovation, strategic collaboration, and a future-focused vision.
To explore how we can help your brand navigate the digital future, connect with our experts today.
