Cloudinary Serves Tasty Images and Videos to Vorwerk’s Thermomix® Platform
Customer Company Size
Large Corporate
Region
- Europe
Country
- Germany
Product
- Cloudinary
- Thermomix®
- Cookidoo®
Tech Stack
- Amazon EKS
- Contentful
- Algolia
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Brand Awareness
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
- Product Research & Development
Use Cases
- Supply Chain Visibility
- Inventory Management
Services
- Cloud Planning, Design & Implementation Services
- System Integration
About The Customer
Vorwerk & Co. KG was founded in Wuppertal, Germany in 1883 and is well known today for its premier high-tech household appliances. It’s flagship ‘Thermomix®’ dates back to the 1960s. Since then, Thermomix® has taken kitchens by storm and today at least two appliances are sold every minute generating net sales of around 1.27 billion Euros in 2019 all over the world. For many Thermomix® owners, Vorwerk’s “Cookidoo®” website and app is their go-to recipe platform. The platform hosts over 66,000 digital recipes and is available through the web, mobile applications, and the new generation of Thermomix® smart kitchen appliances, bringing the Internet of Things (IoT) to life in the kitchen.
The Challenge
Vorwerk, a German company known for its high-tech household appliances, faced a significant challenge in delivering high-quality images and videos to its Cookidoo® recipe platform. The platform hosts over 66,000 digital recipes and is available through the web, mobile applications, and the new generation of Thermomix® smart kitchen appliances. Delivering visual content fast, globally, to all appliances and websites, proved a considerable challenge. Vorwerk needed a content delivery network (CDN) to efficiently deliver images and videos across all the regions it serves. This was particularly challenging in China, where content must be delivered through a local CDN. Additionally, IoT devices like its flagship Thermomix® appliance have special video codec requirements. Different use cases need different video variants, which takes time, resources, and technical skills to do it right, making for a very complex situation that Vorwerk had to solve.
The Solution
Cloudinary’s image and video management platform overcame all three hurdles. It solved the tough codec challenge by applying its algorithms, which automatically detect the end user’s device and browser and deliver video in the most optimal format and codec. There is no manual pre-creation or waiting, which means no resource bottlenecks that slow down the publishing process. This also ensures visual content loads quickly and plays smoothly for end users. Cloudinary’s codec knowledge was key to establishing the right set-up for the Thermomix® appliances as well. Integrating Cloudinary with Vorwerk’s microservices architecture also proved a straightforward process. Finally, because it provides global CDN coverage through different providers, partnerships in China with Akamai and ChinaCache ensure coverage in that key market while Vorwerk’s content remains hosted in a European data center.
Operational Impact
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