The case
Summary represents the global hub for the brand’s digital transformation. To actualize Weber’s ambition of being the ultimate grilling brand, the platform lets visitors up their BBQ game. Through Weber-ID, the platform serves personalized recipes, tips&tricks, products and promotions based on users preference and equipment. Users can also explore Weber grills through 3D demonstrations.
Project description
Our primary business goal for developing the site was to help make Weber a leading lifestyle brand. The website is the next phase in the global site roll out and part of the wider goal to position Weber as a best of breed brand across its digital ecosystem.

The site’s goal was to differentiate itself from big retailers, by combining brand presentation with e-commerce. As Weber positions itself themselves as being more than just a functional grill, the site also needed to give users a captivating experience and exposure to Weber as a lifestyle.

Our approach was to build a site that was fully dynamic across content, architecture & technology. Initially we started by focusing on combining high quality with creative ambition.

In order to create a better user and brand experience, we combined sales with stories across the whole platform. We opted for high end content production including new and bespoke product content. And we revolutionised the e-commerce product presentation benchmark with more immersive and interactive product explorers.

Since the launch in April, the site has had 8,264,671 users, 11,912,842 sessions, and 35,785,671 pageviews. The average session is 02:36, with 3.00 pages per session, and a bounce rate of 57.59%

For every dollar spent, Weber has seen a 200% ROI. More than 32,000 transactions have taken place, generating almost $2m in revenue.
As was rolled out globally, one of the challenges was creating relevant profiles per region. For example, the profile created for established markets and market leaders such as the US and Europe is completely different to Weber’s profile in the Asian market, where we needed to introduce their culture to the concept of grilling as a lifestyle.

The global nature of the roll out also created a challenge in the number of stakeholders involved in the project, and the varying KPIs per region that need to be managed. As part of the global nature, we were also tasked with creating different E-commerce business models per region. Specifically, we needed to create a full ecomm site for the EMEA region, whereas for the US market we needed to create a site that was more focused on retailers.

Alongside the challenges associated of building a global website, we also had to overcome the challenge of integrating the legacy site with the new one. Lastly, included in the website build was a whole new backend ecosystem, which presented its own problems to overcome.

Community contributions
We created a proof of concept module to port the Symfony Framework Extra Bundle controller annotations ( to a Drupal module “Controller Annotations” ( This was done to allow Symfony developers to work together with the Drupal developers. Although eventually not being used in the actual project we published it a as stable module and we’ll probably use it in future projects. We believe this is the perfect example of how Drupal 8 can bring developers of different frameworks together.