Mitsubishi Electric deploys headless CMS across 21 EMEA sites

At the core of this project was a desire to improve search capabilities, bring website updates in-house and deploy a headless content management system (CMS). The project also included a migration to improved servers and a new URL.

The objective was a better connection to local sales offices and to empower the local sales leadership with the ability to create their own content. Mitsubishi Electric Europe B.V. also undertook a thorough investigation into the current uses of the site. The research revealed that customers sought a great deal of downloads and there was a substantial opportunity to increase the quality of lead generation.

Mitsubishi Electric Europe B.V. engaged freshcells systems engineering GmbH as an external consultant and began a thorough review of the market, based on an extensive list of technology requirements. Following this analysis, the company chose Contentstack based on the headless capabilities that enabled local content development and maintenance and language translation capabilities of centralized assets.

Implementation involved connecting to an SAP CRM system and a direct connection to the SAP commerce cloud e-commerce platform.

“Embracing headless CMS, especially the concept of providing centralized content for individual localization alongside all-local content, was a new way of doing things,” said Andrea Intveen, website manager, Factory Automation EMEA. “We underwent a big learning curve. This was not only with the technology but also increasing our autonomy and no longer relying on our supplier. This has begun to pay dividends as we now see much more content from local teams that resonates with their markets.”

Contentstack now powers 21 sites for Mitsubishi Electric Factory Automation business unit throughout EMEA. Content publishing is faster and by keeping updates in-house, Mitsubishi Electric Europe B.V. can ensure the increased content is locally effective but still reflects the central identity of the business. Localization and translation are faster than with the previous legacy system and Mitsubishi Electric Europe B.V. is freer to experiment with changes, resulting in a more agile online presence.

Looking forward

Looking to the future, Mitsubishi Electric Europe B.V. Factory Automation EMEA plans to further streamline the content publishing process, creating standardized best practice throughout the organization. A full production launch of the integrations between Contentstack and the SAP CRM system is currently being assessed, alongside links with other interfaces. This will be rolled into a unified brand website and the shop. A redesign of the site is scheduled for next year. This new, holistic digital experience will be powered by Contentstack.

“We began our journey looking at what headless content management could offer us in terms of better internal processes and removing our dependency on external suppliers,” Intveen said. “We have now come full circle and are looking to see how we can use the same technology to improve our role as a supplier, offering a superior digital experience to customers and partners alike.”