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Global Content Management System Modernization and Personalization

exlrt.com

Hospitality & leisure

Challenges with Legacy CMS and Global Content Delivery

Turkish Airlines faced challenges with managing a complex, multilingual website across numerous markets. Their legacy system lacked the flexibility to deliver personalized content and scale effectively to meet growing demands. The need for a modern, robust, and reliable platform to enhance customer experience and support global expansion was critical.

About the Client

A leading global airline carrier providing air transportation services with a focus on safety, reliability, and customer experience.

Project Goals

Implement a global content management system (CMS) to streamline content creation, management, and distribution.
Enhance customer experience through personalized content delivery.
Improve website scalability and performance to handle increasing traffic and user demands.
Enable efficient management of multilingual content across all website sections.
Improve SEO performance and market penetration.

Core System Functionalities

Multilingual content management
Personalized content delivery
Content versioning and workflow management
Search engine optimization (SEO) support
Integration with external services (translation, DAM, booking systems)
Role-based access control
Content scheduling and publishing

Technology Stack

RWS Tridion

.NET

Java

RWS SmartTarget

RWS Media Manager

RWS Fredhopper

External System Integrations

Translation management system
Digital Asset Management (DAM) system
Booking application
Mobile and tablet applications
SEO crawlers
Data analytics tools

Non-Functional Requirements

High scalability to handle peak traffic
High performance and fast page load times
Robust security to protect sensitive data
Disaster recovery and business continuity planning
Modular design for future extensions and updates

Expected Business Impact

The project is expected to significantly improve Turkish Airlines' customer experience, increase market penetration, and enhance operational efficiency. The personalized content capabilities are anticipated to drive higher conversion and retention rates, leading to increased revenue and brand loyalty. The scalable and reliable platform will support future growth and expansion.