Capgemini launches new digital and UX consultancy in Australia

Backelite aims to provide a range of digital and experience strategy services to Australian brands

Capgemini has brought its international digital service design consultancy to Australia aimed at pooling its digital and user experience expertise into one client offering.

Called Backelite, the business will operate in collaboration with Capgemini’s consulting arm and provide a full-service digital and customer experience-led suite of services, including experience strategy, digital design, prototyping and iteration-based development across websites, tablets, mobiles and wearables.

The company claims it’s employing a range of modern customer experience-led methodologies such as human-centred design and lean principles within the group. Backelite has 150 employees working across Sydney and Melbourne and has been operating in France since 2006. It’s also in The Netherlands and Sweden.

“The digital ecosystem is evolving at such a fast pace so it is important to offer our clients a compelling full service solution that can design, create and optimise digital services around our customers’ needs,” said Capgemini A/NZ VP of digital services, Susan Beeston.

Backelite’s launch client locally is Coca-Cola Amatil, the distribution and logistics part of the Coca-Cola brand in Australia.

Speaking at a launch event for Backelite in Sydney today, the beverage brand’s general manager, Samantha Mitchell, described the partnership as providing the ability to work with one partner housing all capabilities for digital transformation and ecommerce.

Coca-Cola Amatil has been working with Capgemini for a couple of years around audience and communications, including its Fast Track Tomorrow Today B2B platform, an online ordering self-service portal.

“We want to be the best at shopping and browsing, and so started working with Capgemini because it was about getting the customer experience right,” Mitchell said. “Our investment needed to be short and sharp, as technology is constantly changing, and has in turn changed the way we partner.”

International case studies include French retail bank, LCL, which Backelite worked with on its digital banking mobile app; Air France, for a tablet-first website relaunch; and Emmaus Connect, which created a gamified learning platform for at-risk youth preparing for employment.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

great case study, content has always proved to be an integral part of making a brand, now social media marketing is also one tool that ca...

Govind Dadhich

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Latest Podcast

More podcasts

Sign in