How Wera Manages Premium Content in 17 Languages from One Place
Presenting 4,000+ Products Consistently Across Retail
Wera Werkzeuge
Wera is an international manufacturer of screwdriving tools. For professionals. For ambitious DIY enthusiasts. For anyone who values precision.
4,000 products. 17 languages. A worldwide retailer network across B2B and B2C.
Wera’s standard: product features and differences have to be presented clearly and comprehensibly in online retail – everywhere customers make their decision.
Putting a Stop to Losing Control of the Brand
More retailers. More markets. More shops.
And with that, a growing problem: control over how products were presented in online retail was slipping away.
What happened before loadbee:
Retailers used basic data or wrote their own descriptions. Presentation varied from shop to shop. Technical features? Not always visible. Quality characteristics? Unclear. Changes to product information? Manual coordination with every single retailer, simply not feasible across more than 150 partners.
“Successfully connecting the retailer network with brand identity is critical. loadbee creates the foundation for both to fit together seamlessly.”
— Wera Werkzeuge GmbH
The consequence: Wera could not ensure that its products were explained online in a way that matched their quality.
Why loadbee?
“When loadbee was first presented internally, there were questions about relevance and benefit. The value was scrutinised, and not everyone could picture what the solution would actually deliver in practice. But the very first live examples in the shop made the potential strikingly clear.”
— Wera Werkzeuge GmbH
What convinced Wera:
1. Brand consistency
“With loadbee, we decide for ourselves how our product data is presented. That way we make sure our brand and our products are perceived everywhere exactly as we intend.”
— Wera Werkzeuge GmbH
Content appears in Wera branding. Not in each retailer’s individual style.
2. Automation
Hand over the data once – loadbee takes care of the delivery. No more manual uploads.
3. Transparency
Wera knows at any time which shops the content is embedded in and how often the product pages are viewed. No guesswork. A clear basis for retailer conversations.
Compared against the alternatives, it was precisely this transparency that made loadbee the choice.
Maintained Centrally, Present Everywhere: Premium Content (A+) for the Entire Retail Network
Wera made a decision: manage product information centrally. Deliver content automatically. Win back control.
The underlying approach:
- Product data and media are maintained in Wera’s own systems
- This content is transferred to loadbee automatically
- Retailers embed the content via EAN or interfaces
New content and changes can be rolled out without having to serve each retailer individually.
Flexible data import & scalability
One decisive factor for Wera is the flexibility of the import format.
It could be adapted to Wera’s own data structure and made it possible to implement structural changes without rebuilding the entire process.
What matters to Wera is that images and product data can be imported easily. The import format is flexible enough to handle a template change with minimal adjustments — without having to rebuild existing retailer connections.
Scalability? Yes!
- 2018: First Premium Content live.
- 2021: Template change with minimal adjustments.
- 2024: 2,000 3D objects integrated.
Scalability is the key to growth, and the loadbee cloud is built exactly for that. The existing setup could be expanded step by step – including a template change that was implemented with minimal effort.
What Wera does with loadbee:
Premium Content modules
Multimedia product presentations for features, icons that visualise attributes, and explanatory elements that help make the differences and technical characteristics of Wera products easy to understand.
Automated data import
Images and product data are fed in via the loadbee import format.
Seamless integration of 3D objects
More than 2,000 products with 3D objects. Customers can rotate tools, zoom in and view them from every angle, which matters especially in online retail, where the product cannot physically be picked up.
“With 3D objects we create a product experience that was previously reserved mainly for brick-and-mortar retail. Customers can move products freely, view them from every perspective and get a far better sense of them. It makes the product almost tangible in digital form.”
— Wera Werkzeuge GmbH
Automated content syndication:
Content is delivered fully automatically. To connected retailers. In whichever languages are needed.
Transparency & control:
Wera keeps the overview. Which content is active where? How is it being used? This data enables targeted retailer outreach and better prioritisation.
With loadbee, we decide for ourselves how our product data is presented. That way we make sure our brand and our products are perceived everywhere exactly as we intend
More Visibility, Less Effort: How loadbee Takes the Load off Wera’s Day-to-Day
Working with loadbee has changed how Wera provides product information and Premium Content to retail and how it manages them.
Consistent product presentation – everywhere
Before: every retailer did it differently.
Today: Wera products appear everywhere in consistent brand styling. With the right images, icons and feature descriptions.
Whether at Conrad, Reichelt, ITS or any other retailer. Customers recognise Wera quality at first glance.
Reduced operational effort
Product data no longer has to be distributed manually to individual retailers. Changes can be triggered centrally, without recurring coordination work.
No copy-paste. No emails. No manual rework.
Control through transparency
Reporting lets Wera see which retailer shops have content embedded and how heavily it is used. That transparency helps set priorities and develop retailer relationships in a targeted way.
Supporting product perception
Structured content, images and 3D views help present the differences between products – in function, ergonomics and requirements – more clearly. That makes orientation easier for prospective buyers and supports informed purchasing decisions.
The collaboration
Beyond functionality and results, Wera emphasises one thing above all: the collaboration.
“One of our strengths is an open feedback culture: ideas and input are actively taken on board and genuinely heard. Behind that are committed people who keep developing and shaping loadbee”
— Wera Werkzeuge GmbH
loadbee Works Invisibly – Making Sure Wera Products Become Visible in Retail.
Wera uses loadbee as the central platform for providing product information consistently and in structured form across online retail.
4,000+ products in 17 languages – centrally managed.
Premium Content (A+) delivered automatically to 150+ retailer shops.
Template change in hours instead of weeks.
2,000+ 3D objects seamlessly integrated.
The solution fits into existing data processes. And it creates transparency over content delivery.
The operational effort?
Noticeably reduced.
Changes to product data no longer have to be distributed one by one. New content goes live automatically in every connected shop.
“loadbee has been part of our digital infrastructure since 2018. What began as a pilot project now helps us provide product information efficiently and on brand across numerous retail partners and so increase the visibility of our products in the market.”
— Wera Werkzeuge GmbH
The result: product information is presented more consistently and more comprehensibly – regardless of the individual retailer. Wera has seen strong growth in recent years. The structured use of Premium Content is one building block of that digital strategy.
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