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

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Why it’s time to ditch the 4Ps and embrace the 4Cs of modern marketing purpose

There is a very simple and fascinating experiment you can conduct in your own organisation: Ask 10 of your colleagues to define ‘marketing’. I can guarantee 10 widely varying definitions.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

atch Every NFL game live streaming in HD TV go here >>>>fwcrussiatv .blogspot

Ethel Parkinson

Latest Hays jobs report show widespread gaps in marketing and digital skills

Read more

Latest Podcast

More podcasts

Sign in