Background
Odense Marcipan is the world’s leading producer of marzipan and marzipan-related products, offering more than 170 different marzipan variants tailored to specific applications, markets and customer segments. Beyond selling products, the company’s strategy includes providing an extensive inspirational universe with knowledge and recipes for different audiences.
Odense Group wanted five distinct websites for their main brand and various sub-brands – primarily differentiated by their B2C and B2B target groups.
At the same time, the organisation needed a scalable digital platform to support its transition from a traditional business model to a more digitally driven one. A key requirement was the ability to reuse and share content – such as recipes, product information and videos – across business areas and sub-sites, while strengthening customer loyalty and demand for Odense Marcipan’s product range.
Solution
We developed a scalable multisite platform built on Umbraco CMS, bringing the five websites together within one shared solution.
The platform enables content reuse and structured sharing across sites, making it possible to manage recipes, product data and media centrally while presenting them in ways tailored to each audience – whether B2B or B2C.
A completely new design was created for several of the websites, with a strong focus on conversion and on connecting the inspirational universe with the commercial part of the business. For example, when users are inspired by a recipe for a nut cake with nougat cream, links from the ingredient list to the online shop make it easy for consumers to add the relevant ingredients to their basket.
For the e-commerce setup, we implemented Umbraco Commerce, chosen for its seamless integration with Umbraco and its familiar, intuitive editorial interface. The solution allows product content to be enriched using Umbraco’s broader content features, creating a cohesive experience between inspiration and transaction. At the same time, Umbraco Commerce provides a cost-effective webshop solution that supports both B2C and B2B needs.
Impact
Five websites are now operating on the shared platform, each serving its specific audience while benefiting from a common technical and editorial foundation.
The solution supports Odense Group’s digital transformation by combining inspiration and e-commerce in one coherent setup. Content can be reused efficiently across business areas, while the integrated webshop functionality strengthens the connection between brand storytelling and product sales – for both private consumers and professional customers.
Read the full case study here.
0
websites unified in one scalable Umbraco platform
0+
product variants supported across B2B and B2C
0
integrated Umbraco Commerce setup
"The ease of use, combined with the flexibility and scalability of the platform, has significantly contributed to our ability to inspire and engage our customers through a rich content universe and streamlined e-commerce experience.”
