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26 May 2003

Universal Pictures Benelux and Roxen partner Escador build a website based on Roxen CMS.

Universal Pictures Benelux (UPB), part of the Vivendi Universal Group, is responsible for all video and DVD sales to end consumers in the Benelux. Up till now, retail stores are the preferred marketing and distribution channels for UPB. Yearly Universal Pictures Benelux releases some 300 new titles (international and local); each is available in the store for approximately 1 to 2 months. Therefore, the assortment of the products in the stores is subject to very quick changes, and the stores are only willing to archive the very popular titles. Another disadvantage of this intermediate channel is that you have very little means to communicate with and gather information about the end consumer.

That is why UPB and Escador, one of Roxen's partners decide to build a website based on Roxen CMS where customers could be informed by UPB directly with access to the full assortment. The website has four core functionalities:

  • to inform customers of all releases (new and archived)
  • to gather customer behavioural information
  • to inform specific target audiences about UPB products
  • to make products available that cannot be found in the shops anymore
Those functionalities are easily controlled and maintained with Roxen CMS.

Hans Evers of UPB explains that doing sales transactions is not the main purpose of the website. "We want to create a membership structure for people that visit the site frequently, you can see it as an additional marketing channel. Furthermore we are now able to reach small niche groups, for example people with interest in cabaret, which doesn't get enough exposure through the retail stores." The site went live at the end of March and was formally launched in the second half of April 2003. The Belgium version, in Dutch and French, is under construction.

About Escador

Escador is a pan-European cross-disciplinary innovation boutique — a pure play company focusing on innovation in business. Innovation, in these days, in an anti-cyclical fashion. Taking the experiences of both good and hard times and working towards profitable growth. We look at the full enterprise issues; innovation of products and services, technology streamlining, customer service, marketing and last but not least back office integration. Escador combines the best of existing business wisdom with new technology and new ways of working to create solutions we like to characterize as "innovation at work".

About Roxen

Roxen develops web-based editorial and content management tools for multi-channel publishing, i.e. publishing online, in print, to tablets, smartphones and other devices. Customers include Metro International, RTL Nederlands, Shaw Newspapers as well as Princeton University, Randstad and Verizon. Roxen was established in 1994. The head office and development center is located in Linköping, Sweden. Roxen offices are also located in Stockholm, Amsterdam and Chicago.