How Jøtul gained better control of product data and more efficient digital publishing

Impact and customer value

The new solution gave Jøtul a robust and future-ready digital platform that makes it easier to manage a complex international product range across markets and channels. With the integration between Drupal and inriver PIM, Jøtul gained better control of product data, more efficient publishing and a more consistent presentation of products globally. The result is faster updates, higher data quality and a better digital customer experience – while the organisation saves time internally and has a scalable foundation for continued digital growth.

Norwegian craftsmanship in fire and flame

Jøtul is one of the world's leading manufacturers of wood-burning stoves, fireplace inserts and fireplaces. At Frontkom we are proud to deliver their complex website structure on Drupal with InRiver PIM integration. Powerful, reliable systems are essential for Jøtul to be able to communicate and maintain its strong brand identity and extensive product portfolio across no fewer than 40 websites.

40 websites – one codebase

The websites represent and communicate Jøtul's various brands across multiple countries, in different languages and to a wide range of customers and target audiences. Drupal CMS gives Jøtul the ability to serve all 40 different websites from one and the same codebase.

Managing so many websites on the same codebase requires a complex setup and a certain level of technical expertise. Once the investment in a solid codebase has been made, however, the websites are both simpler and more efficient to manage. All of Jøtul's websites share the same structure and broadly the same functionality, while the theme varies between them. The ability to manage all websites from the same setup means that maintenance and development not only become easier and more efficient, but also more secure.

A shared codebase makes it possible to carry out all updates and perform general maintenance across all websites simultaneously. The result is a consistently high security standard throughout. By choosing Drupal Multisite for their complex website structure, Jøtul is guaranteed low risk and high quality.

InRiver PIM

To ensure that all product data across all of Jøtul's websites is up to date at all times, InRiver PIM is integrated with Drupal.

Sustainability strategy

Although business ethics, sustainability and social responsibility are well embedded in Jøtul's culture and operations, the need to define and communicate a clear sustainability strategy has become apparent in recent years. To enable the group to meet public requirements, internal expectations and the high demands of the modern market, Frontkom helped gather relevant information from all parts of Jøtul Group, then organised and presented it in a sustainability strategy document.

The document maps out goals, achievements and challenges, and serves as a roadmap for ongoing and future sustainability work throughout the organisation. It is also a valuable tool that leaders at all levels can use to communicate a shared sustainability strategy both internally and externally. Having completed the strategy document, Frontkom was invited to present the strategy to around 200 dealers from across Europe at an internal conference in Jøtul's home city of Fredrikstad.

Defining the sustainability strategy

To gather information for defining a shared sustainability strategy for Jøtul Group, Frontkom interviewed senior-level employees throughout the organisation. A significant part of the work involved reviewing routines, documentation and reports from the various factories. To ensure that all parts of the group work in accordance with the same strategy, it was important to define priorities and goals. It was equally important to map and build upon the extensive sustainability work already being carried out within the group.

Based on findings from the interviews and a substantial volume of documentation and reports, it became clear that Jøtul's sustainability strategy rests on 3 pillars:

• Circular: Jøtul Group Circular is about producing products with a focus on recycling, durability, high quality and reuse. Jøtul has long traditions and a well-developed system for producing new, clean-burning products from recycled materials.
• Education: Jøtul Group Education describes how the group takes responsibility for teaching end users to use products in the correct, and therefore most environmentally friendly, way. Jøtul also trains suppliers and dealers in how to make best use of the company's value chain.
• Environment: The Jøtul Group Environment principle aims to guide the company in measures that will reduce the environmental impact of its operations. Jøtul focuses on reducing emissions related to electricity consumption in production and general logistics throughout the entire company.

The strategy must be communicated

Communicating the sustainability strategy to relevant target audiences is key to succeeding in implementing it. The many different target audiences illustrate how important it is to have a clearly defined strategy that can be communicated effectively. The message must reach all parts of the organisation, but also relevant external stakeholders. By defining and communicating the 3 sustainability pillars, the strategy document becomes a valuable strategic roadmap, as well as a practical tool for internal and external communication.

The strategy document developed by Frontkom defines how Jøtul Group communicates sustainability internally to the board, employees, representatives and trade unions, as well as to owners and shareholders, the financial market and banks. External communication involves all parts of the market, including customers, importers/distributors, suppliers and other business partners. The communication strategy also encompasses PR activities and information directed at media, authorities and industry organisations.

Jøtul is a forward-thinking company that is conscious of its responsibility to operate sustainably. Their internal Environmental Engineer works continuously on developing the group's sustainability strategy further.