Trendhim transforms global content delivery and localization with Contentstack

In 2019, Trendhim started moving away from its monolithic Magento architecture and modernizing the way they managed their digital and e-commerce footprint across 25 countries. One of the main issues the retailer was facing was an over-reliance on engineering teams to make every small online change.

“You can change how people behave when you give them autonomy,” said Martin Højberg Christiansen, Chief Technology Officer at Trendhim. “I wanted to be able to give platform teams the power to go in, change what they wanted, configure the content, and create a truly dynamic experience — all on their own, without the need to rely on engineering teams.”

Another driving force was the inability to be efficient across all of its markets, and to customize and localize content between one region and another. With Magento, the website home page displayed the same static content for months at a time, and making changes was a complex task.

After researching various composable platforms, Contentstack was chosen as the headless CMS that would support Trendhim in creating content experiences on its website and email marketing channels with flexibility and impact. “Contentstack is the master for building the content, and platform teams can use Modular Blocks to move things around easily, create injection points for dynamic content, launch localized campaigns quickly, and sync branding online and off by publishing the right digital assets at the right time,” Christiansen said. Across the resources of the platform and engineering teams combined, Trendhim estimates they save 80% of the time previously spent on campaign set up and handling. 

One example of where these efforts truly paid off is in Trendhim’s Black Friday strategy. The retailer was able to quickly and seamlessly publish and unpublish content to offer limited-time deals as often as hourly, with content tested, previewed, and scheduled ahead of time, all while ensuring cross-department visibility. As soon as Black Friday week was over, the content was switched over to the Christmas-themed campaign, with full continuity. 

Platform teams now have full control over digital content both for web and email, whether that’s running split tests across sites to understand impact and performance, testing layouts, or localizing dynamic content across regions. 

“Most companies, especially large companies, they have a long journey to see the impact of new systems,” Christiansen said. “Headless is a buzzword in many ways, but the beauty of it is in the modeling of the data, and Contentstack gave us a lot of flexibility with that, so we could configure and tool how we wanted, and were able to reuse content easily across the board. One thing I’ve seen with Contentstack is that we have seen value very quickly in terms of data handling and efficient localization. From day one of deployment, we were already experiencing incremental value.”

Trendhim can now innovate at scale, launching dynamic campaigns across all markets, providing a localized and targeted customer experience for more than 100,000 customers each day. At the back end, the workload is split from the engineering teams, empowering platform teams to take control over the front-end experience.