Bauknecht, KitchenAid and Whirlpool Web Sites

Delivering better customer experiences


About the Client

KitchenAid is an American brand owned by the Whirlpool Corporation selling small and major kitchen appliances since 1919. They are known for their excellent performance and iconic timeless design.


As the number of online purchases continues to increase and consumers, more than ever, seek digital marketplaces that will provide remarkable shopping experiences, KitchenAid, the American kitchen appliances brand owned by Whirlpool Corporation had to step up to create a more suitable online experience for their customers. One that would meet the company’s business goals of facilitating and optimizing content creation.

For its team of editors to more quickly create and publish content, a completely new architecture was needed based on combinable and adaptable content modules. KitchenAid’s implementation of the latest version of eZ Publish allowed them to overcome the complexity of a multi-site structure, which also brought a significant improvement to how quickly developers could integrate old and new features, such as the product catalog, newsletter, contact form, eCommerce and account sign-in.

With the continued use and version upgrade of eZ Publish as KitchenAid’s content management solution, in just over a year it became possible to roll out 17 KitchenAid websites in 14 languages.


As the need to provide better customer experiences to its website visitors grew, KitchenAid devised a strategy that involved product storytelling. Their marketing initiatives included an intense calendar of activities for more than 15 countries, with the goal of engaging it’s visitors with stories about the products and food-related articles. For such a dynamic content environment they needed a solution that would simplify and speed up processes, while also meeting the overall digital demands of a large enterprise. 

The previous version of eZ Publish they were using did accomplish all of the developing functions needed, but with less ease. Plus it presented a few limitation, such as: - System integration with APIs was not smooth. Third-party APIs, especially in an enterprise environment, such as KitchenAid’s, were complicated to integrate (i.e. catalog) and required time from the development team.

- Complexity of the multi-site architecture slowed things down. Content creation on the previous eZ Publish version was not easy to replicate for other countries.

- Ever-increasing number of websites hosted on the same eZ Publish installation was proving to be too complex. In fact, KitchenAid was not the only Whirlpool brand using eZ Publish.


In addition to helping them achieve their overall business goals, the main reason KitchenAid chose to remain with eZ Publish and upgrade to the latest version was their need for a highly customizable enterprise CMS that lends itself very well to multi-site architectures.

A secondary reason for remaining with eZ Publish was that the CMS is based on the Symfony framework, which offers numerous third-party integrations. For instance, the KitchenAid event calendar is automatically updated thanks to integrations with Google APIs. Editors upload data on Google spreadsheets which is then queried by eZ Publish.

In addition to system integrations, another beneficial feature is the ability to create modular content that can be easily and indistinctly related within the platform and between other eZ content. Once the master content has been  created, rolling it out for other countries is  simpler. For example, product pages combine  enterprise information coming from catalog  integrations with editorial content managed  through the CMS. As a result, the  duplication of editorial content items to other  countries became very quick.  

The simplicity with which objects in the CMS can  be shifted and mixed allows for extreme flexibility  in terms of page layout creation.  

For example, the Serious About Food section,  an online magazine that offers weekly cooking  inspirations and food trends, was created after the  website’s roll out by reusing the available objects  and arranging them in order to have different and  personalized page designs. The result  was optimization in terms of time and costs.  

Lastly, the ease of use of eZ Publish is another  important advantage and also a fundamental  reason for why KitchenAid chose to continue to  use the platform, especially when content update  is done by different stakeholders, from the both  the brand and other agencies.  


In a little over a year, at the beginning of 2017  KitchenAid rolled out 17 websites in 14 languages.  With the release of their new websites, the sale  of small domestic appliances has been enabled  on all countries. Today there is a solid increase in worldwide sales as a result of the effectiveness of  their chosen solution, eZ Publish. 

The Journey Continues  

KitchenAid is committed to guaranteeing an  ever-better content experience that makes their  customers’ journeys unique. Next step in their  strategy is continued improvements to content  marketing, with a focus on personalization.