Sky Italy delivers next-level omnichannel digital experiences with Contentstack

Before adopting composable architecture, Sky Italy was looking to modernize its infrastructure to enable digital growth, and gain revenues from encouraging a greater number of direct subscriptions and sales through their website and mobile experience. 

“Previously, all of the pages of our website were managed with HTML code, and this was frustrating and time consuming to manage,” Lorenzo Bellucco, Head of Digital, said. “We needed to find a way to make it faster, both the actual experience on the website, and content creation behind the scenes.”

Sky Italy’s previous solution was also reliant on heavy development resources, which stunted the agility and creativity of their digital teams. “We wanted to improve the flexibility of how pages and content were created,” Luca Mariotti, Technical Lead, said.

Sky Italy chose Contentstack as a single vendor to power its website content, including their e-commerce functionality. As part of its digital transformation, the business now has a single, streamlined repository for content across both web and mobile. 

The benefits for Sky Italy were instantaneous, and technical teams quickly felt empowered with more efficiency and control. “Immediately, we’ve been able to work in a more modular way, using components between our websites, or between mobile and web, and taking advantage of features such as Modular Blocks”, Mariotti said. “It’s been very easy to integrate with our stack, and in particular I’ve found Global Fields very useful for cross-product components.”

From a marketing perspective, the team can drive the creative vision, without a reliance on developers. “We are continuously launching new offers, new products, new campaigns — so the thing we like the most is how Contentstack allows us to move faster,” Bellucco said. “Elasticity is one of our main principles, so a modular solution works really well for us.”

One critical element of a new CMS was the ability to work across both web and mobile, as Sky Italy has a mobile-first strategy, and puts pages under continuous improvement reviews. A huge benefit has been the inherent logic of making a change once, and it being reflected everywhere across websites and products. “I’m always keen to improve the customer experience,” Bellucco said. “That means I pay a lot of attention to A/B tests, and I’m continually making changes. At least once per day, we make a change.”

Sky Italy has optimized its digital channels for efficiency and scale, and launched a mindset of continuous improvement, with Contentstack as a powerful enabler of innovation and change. Every year, the business can now undertake a complete website review for optimization and iteration. 

Sky Italy’s key wins with Contentstack include:

• Reduced development time: Using the same stack to share content between products and channels, the resource investment to manage content has been greatly reduced. 
• Optimized mobile experience: 70% of sales and 80% of website traffic now occur on mobile, powered by Contentstack’s omnichannel content management capabilities. 
• Enhanced employee experience: Work/life balance is now guaranteed, as content changes can be scheduled ahead of time, allowing teams to work in advance.