Sana Commerce serves a wide range of industries, from mechanical engineering to wholesalers. The old environment was too focused on the technical specifications of the product and too little on the specific challenges of the visitor.

The core challenges for this project were:

• Shift toward industry focus: Communication needed to be personal and recognizable by speaking from the industry perspective of the target audience.
• Marketing: The central marketing team in the Netherlands and local teams worldwide needed to be able to quickly launch new content and campaigns without IT involvement.
• Technical scalability: A platform that supports large-scale multilingualism without sacrificing speed or manageability.
   

Drupal as foundation
We chose Drupal because of its stability and modular structure. This allows us to build custom functionalities on top of a proven framework. For Sana Commerce, this means a system that is technically robust, yet offers plenty of room at the front end for a personalized user experience.

CMS architecture: flexibility through modular blocks
The CMS is set up around a component-based structure. Instead of rigid templates, marketers work with reusable content blocks.

• Speed: New landing pages are built in no time.
• Consistency: The brand identity remains preserved, no matter who arranges the page.
• Dynamics: Content and marketing messages can be tailored precisely to each target group.

Personalized UX & Storytelling
The website uses an active personalization header. Visitors choose their industry, after which the website immediately shifts both content and visuals to the most relevant information. The interface follows a focused “tunnel principle”: starting from the brand experience, the user is guided deeper into the content toward conversion points. Subtle micro-interactions contribute to a high-quality user experience without distracting from the message.

Localization instead of simple translation
For international markets, we implemented a custom multilingual solution. Content managers can choose between direct translation or creating unique pages per language. This makes it possible to adapt tone of voice and local market data specifically per region.
 

The new platform has changed the way Sana Commerce approaches the market.

• Increased relevance: Through industry-specific content, visitor engagement (time on site) has increased significantly.
• Operational efficiency: The time needed to get a new campaign landing page live has been reduced from days to hours.
• Future-proof: The platform serves as a solid foundation that can easily be connected to external tools such as marketing automation software and CRM systems.

See the result at: sana-commerce.com