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Arla Ecosystem

UNIFYING ARLA WITH DATA

Our planet is facing a climate challenge. Farming and dairy carries a responsibility, but also a great opportunity to contribute positively and help solve that challenge. At Arla we want to be part of the solution.

Times are changing

 

Today is a time of head-snapping change. Everywhere you look.

But very, very few things have changed as much as the marketing landscape.

People are constantly looking for “the better way” – and what wowed us yesterday is quickly old news today.

And our single biggest challenge at Arla is keeping up with our consumers’ changing behavior, increasing expectations and the constant technological growth.

We meet those challenges head on with what we call the Arla Digital Ecosystem.

What is the Arla Digital Ecosystem exactly?

In order to meet demands and challenges from technology and consumers, we’ve phrased an ambitious, and crucial, statement of intent:

“We want to keep building a marketing ecosystem that can scale and adapt to changes in technology.

We do that by utilizing data and insights to proactively automate processes on all Arla’s digital platforms.

In 2020, Arla’s marketing ecosystem is comprised of several microservices that, in combination, deliver a highly individualized customer experience on platforms and devices we even haven’t seen yet. “

Those three deceptively simple-sounding paragraphs above are what came to be the Arla Digital System.

The 3 pillars of the ecosystem

The Arla Digital Ecosystem is where you find thoroughly structured information pulled into relevant functions. The ecosystem contains all the components in terms of functionality and styling that we use to interact with our users digitally. To break it down, the ecosystem consists of three main pillars:

Information chunks
Information chunks

Microservices
Microservices

Presentation layers
Presentation layers

What are

information

chunks?

In short, they are all our data points. An information block is an article, a recipe, useful insights – basically everything that makes up the backbone of our digital presence. It’s all our data within content, commerce, analytics and personalization.

What are microservices?

Microservices are made out of information chunks. You can build microservices, like an ingredient or recipe database, so you have structured and compiled specific information into a service. And that’s extremely crafty. Because, instead of manually adding recipes to individual Arla sites over and over again, you can use the pre-made bundle of recipe data in our microservice.

And the microservices are separated from a specific use scenario which means we can use the service again and again in different scenarios.

So, the microservices are what make up the essential experience when the user is interacting with Arla digitally.

What are

presentation

layers?

Presentation layers are where we present our microservices to the user. It can be on a website, mobile or editorial interface – it all depends on the information you have in your microservice.

With the structured and bundled recipe data organized in a microservice, the user looking for a recipe will see the correct ingredients, amounts and actions in the correct order – all presented in the suitable presentation layer. 

The presentation layer also lets you customize the information in terms of styling, format, colors and so on.

Essentially, the Arla Digital Ecosystem is much like a magazine. The information blocks are the letters. They form words, which are our microservices. And the presentation layers can be the article, the novel, the report, the encyclopedia – the list goes on.

Why and how

you should

use the Arla

Digital

Ecosystem

We’ve talked about the technical benefits of the Arla Digital Ecosystem. It’s geared to meet the ever-increasing consumer demands and the constant changes in technology.

But an important, and very key, point about the ecosystem lies in its unifying nature. The ecosystem provides the same benefits to everybody across markets and borders. Big markets have a lot of money to invest – but smaller markets just getting started get to benefit from the investment into the different microservices and presentation layers.

Bigger markets help smaller markets grow their digital maturity levels – and to align the Arla brand values, content and user experiences, so Arla becomes, on all touchpoints, a globally unified company with a common goal.

The built-in agility, scalability and reusability in the ecosystem also makes it a collaborative product that can interact with new, strategic business opportunities.

No innovation

without

challenges

Creating new, innovative, and groundbreaking things are never easy – and the process is not without its trials and tribulations.

And we know the ecosystem isn’t perfect. Yet.

Maybe you’ve encountered one or two of the challenges down below:

  • A time issue. It usually feels faster to work on your own smaller projects
  • Not understanding the ecosystem and the opportunities completely
  • Finding the balance between homemade systems and the best from outside

If you have experienced other challenges, please tell us about them.

The ecosystem is an ongoing process under constant development – and we do everything we can to improve the system.

And if you help us by pointing out mistakes and/or challenges, then we all benefit from the ecosystem’s full potential a whole lot faster.