Empowering Buderus with a Next-Gen Content Platform.

Bringing Buderus into a new era of user experience for both end customers and dealer partners. 


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Relaunching Buderus

Buderus as a part of  Bosch Home Comfort Group, was faced with the challenge of an aging Content Management System (CMS) that had reached the end of its product lifecycle. The company recognized the need for a modernized web portal that would not only meet the growing demands for operational efficiency and security but also leverage the opportunity presented by the end of CMS support. In response, Buderus engaged Telekom MMS to develop a future-proof CMS solution. 

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Empowering the digital future

The existing Buderus web portal, serving markets in Germany, Austria, and Luxembourg, was technologically outdated, and the impending end of CMS support posed serious threats to increasing performance, reliability and security standards. Transitioning to a new CMS was a complex endeavor, given Buderus's extensive user base, which included end customers and over 40,000 registered dealers regularly accessing the web portal. Recognizing this complexity, Buderus chose not only to migrate from the old to the new system but to invest in building a modern CMS that would enhance its brand's strength and offer integration and scalability options for seamless interaction with end customers and dealers while simplifying content management, operations and testing processes. 

A transformative journey

To establish a robust foundation for the web portal redevelopment, Buderus turned to CoreMedia, an Enterprise Content Management System designed for tailored communication with both end customers and dealer partners. This choice not only ensured investment security but also future-proofed the platform. Additionally, transitioning to the Bosch Azure Cloud allowed Buderus to meet the stringent operational and security requirements set by the parent company. 

As an integral part of the transformation journey, Buderus unveiled a cutting-edge B2B portal to digitalize processes and bring all partner information under one roof. This portal provides over 40,000 registered dealers with seamless access to a suite of customized tools, training, and information, all integrated with Bosch login functionality. By providing easy access to the necessary information to effectively sell to end customers, successfully install systems, and provide ongoing maintenance, installers and heating companies are empowered to excel in their roles. Advanced personalization tools and multiple partner access levels within the platform enable editors to fine-tune content and incentives, such as raffles or competitions, to cater specifically to individual partners or job roles. 

Telekom MMS, with its agile project management approach, handled the content migration to CoreMedia, including training for administrators and editors. An identity management system was introduced to regulate roles and access rights for dealer partners on the new web portal. To align with its brand promise, the project team paid close attention to corporate design guidelines, design quality, consistency, accessibility, and responsive design. Successful integration of over 25 external systems and Bosch applications further demonstrated their commitment to a seamless experience. 

With such a vast number of integrations, continuous monitoring, testing and deployments became essential. Over 500 coordinated test cases were fully automated and executed nightly as part of a comprehensive regression testing strategy. The system's performance and security were also highly automated to maintain optimal functionality. 

Buderus solar panels
Buderus heating system

Tangible outcomes

After 10 months of intense project work, the new Buderus website went live, featuring an optimized design, concise content, enhanced visuals and new tools. The user experience was significantly improved for all target groups, contributing to higher customer satisfaction. This was a result of the consistent application of user experience methods during the development of Buderus's online presence. Additionally, a strong focus on search engine optimization promises a higher ranking in search results. 

The new Content Management System provides a modern and intuitive platform for editorial work, making the lives of editors significantly easier. The project team also reworked and optimized content guidelines and the Buderus Style Guide to facilitate a unified brand appearance and improved internal workflow. 

Further benefits arose from software development, testing, and operation in the cloud environment, streamlining the integration of new features and applications through full automation. This simplified portal management, increased efficiency, and enhanced transparency of development costs, which Buderus found to be significantly lower than those associated with software development in a traditional IT environment. 

In conclusion, Buderus's journey to relaunch its web portal through CoreMedia, alongside Telekom MMS, demonstrates how a forward-thinking approach can empower a brand, streamline operations, and enhance user experiences. The successful transition to a modern content platform not only ensures current requirements but also provides a scalable foundation for future growth and the growing demand of consumers and partners. 

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Smart content management

Surprise and delight customers with iconic content everywhere, all the time.

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Personalized experiences

Nurture customers with personalized experiences at every opportunity.

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Real-time conversations

Convert visitors into buyers with conversational experiences, contextual content and a human touch.

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How digitally evolved are you?

Evolution is adaptation to change. Will you survive?

Keeping up in a fast-paced digital world can be a struggle. Whether your business is still stuck in prehistoric times, or already fully-evolved, finding out where you fall on the Digital Evolution Model will help you stay competitive.

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Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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