Scaling a global digital platform for connected agriculture
Unified digital ecosystem for structured product knowledge and connected services.
Unified Global Digital Platform
A centralised CMS and DXP supporting 15 markets, managing brand, product and service experiences across regions.
Structured Product & Technical Data
Product specifications, technical data and service information managed as reusable, governed content.
Connected Customer & Partner Services
Digital platforms supporting dealer and partner journeys, including parts ordering, warranty processes and technical support.
Scalable Multi-Market Operations
A repeatable model for onboarding markets, managing localisation and maintaining consistency across regions.
Future-Ready Architecture
A platform designed to support AI-mediated discovery of complex product and service information.
Context
Kverneland is a global leader in agricultural equipment, operating across multiple markets with a complex portfolio of products, dealers and customer journeys.
Its digital estate has evolved across regions and platforms, creating fragmentation in how product information, brand messaging and customer experiences are managed, limiting the ability to scale consistently, support local markets effectively and deliver connected digital services.
The challenge was to unify the digital ecosystem while creating a structured, scalable foundation capable of supporting modern digital engagement.
Activity
A transformation programme focused on creating a unified digital platform, structured product knowledge and scalable operational capability across global markets.
Strategic Foundation
Global digital operating model
- Unified platform strategy: aligning 15 markets around a single approach to managing product, brand and service experiences
- Structured product and service model: organising technical data, parts information and service content into a governed knowledge layer
Platform Systems
Building enterprise infrastructure
- Centralised CMS and DXP: implementing a unified platform supporting multi-site management across markets and product lines
- Structured technical content: modelling product specifications, parts data and service information for reuse across websites, partner portals and support journeys
- Integrated services: connecting digital experiences with warranty management, parts ordering and dealer systems
Operational Experience
Teams and partners operate at scale
- Governed content: consistent product, service and technical information across markets, while supporting localisation
- Scalable rollout: onboarding markets, managing localisation, maintaining platform quality
- Continuous evolution: platform optimisation, new services and digital capabilities
Outcome
Kverneland operates a unified global digital platform designed to support consistent product communication and scalable digital services across markets.
The organisation can manage complex product information more effectively while enabling local teams to deliver relevant experiences within a governed global framework.
This provides:
A unified global web ecosystem
Structured product content supporting scalable digital services
Centralised governance with local market flexibility
Connected systems supporting dealer and customer journeys
Most importantly, the platform establishes a future-ready foundation for AI-mediated discovery and digital services, ensuring Kverneland’s product expertise can be clearly interpreted, surfaced and trusted as new technologies reshape how customers research and select agricultural solutions.
Technical data and service journeys are managed consistently, enabling dealers and partners to access accurate information and deliver better support to customers.
This provides:
A unified global web ecosystem across 15 markets
Structured product and technical content supporting scalable services
Connected platforms supporting parts ordering, warranty and partner workflows
Centralised governance with local market flexibility
Most importantly, the platform establishes a future-ready foundation for AI-mediated discovery and support, ensuring Kverneland’s product expertise, technical data and service capabilities can be clearly interpreted, surfaced and trusted as new technologies reshape how customers and partners research, purchase and maintain equipment.
Andy Wood
Strategy Lead
Three decades of experience helping organisations navigate major technology shifts.
I can help you:
• Deliver next-generation digital experiences for customers
• Understand AI across business operations & customer experience
• Align enterprise technologies with operational & strategic goals
