Smartive develops modular community solution for Migros

Rate a product on Migipedia.ch, ask or answer a question about a recipe on Migusto.ch, participate in a product test on a brand page, or vote on future products in the Migros app - the Migros community is no longer tied to just one platform. The newly developed, modular community solution enables Migros to focus even more closely on the user journeys of its customers. The aim is to offer users community and involvement opportunities wherever the relevant customer interest exists, without being tied to just one platform. The existing and widely used single sign-on Migros login ensures the identity of users across Migros websites, and all activities can be viewed in the community profile at any time, regardless of the platform.

Migros relies on Reactions for its new community solution. Reactions is a modular community solution developed by smartive. Whether it's recipe ratings, questions about products, or idea submissions: Reactions makes it possible to operate a community, regardless of the platform.

Reactions relies on modern techniques such as Node.js, GraphQL, RabbitMQ and React. With the use of Reactions, Migros' community became not only more flexible, but also eight times faster, and it is significantly cheaper to run.

The design and user experience revision was provided by the digital agency Liip. The agency with five locations in Switzerland accompanies Migipedia.ch with their expertise since the launch in 2010. The focus was clearly on mobile first - because almost 70 percent of users use Migros' community solutions with a cell phone.