Ruukki operates across multiple European and Asian markets with a complex product portfolio ranging from residential roof tiles to industrial wall cladding. Their digital presence needed to serve two very different audiences: B2B dealers and partners who rely on the website for technical documentation, product data, and lead generation, and B2C homeowners looking for inspiration and local dealers.
The existing website couldn't keep up. Performance was poor, the content architecture didn't scale across 20+ country sites and three brands (Ruukki, Plannja, and the broader SSAB Construction ecosystem), and there was no connection between content and e-commerce.
Ruukki needed a complete rebuild: a single platform that could manage all brands and markets centrally, while giving each country site the flexibility to serve its local audience.
We built the new Ruukki website on Sitefinity, using a multisite architecture that lets all brands and country sites run from a single platform with shared components and centralized content management. Each market gets its own localized experience while the core platform stays consistent.
To connect content with commerce, we integrated Sitefinity with Hybris (SAP Commerce), giving Ruukki a single platform where product information, marketing content, and e-commerce work together. We also integrated Eloqua for lead generation and marketing automation, which directly improved how the B2B team nurtures and tracks prospects.
One of the standout features is 'Design your office house,' a React-based product configurator that lets visitors visualize different roofing and cladding products on an actual building. It turns the website from a catalog into a planning tool, and it's one of the reasons the project was nominated for Sitefinity Site of the Year.
On the infrastructure side, the platform runs on AWS with autoscaling and application load balancing to handle traffic spikes across all markets. We also built a Google Maps integration for dealer location, making it easy for B2C visitors to find their nearest supplier.
Technologies used
Sitefinity CMS, Hybris (SAP Commerce), Eloqua, React, AWS (Autoscaling, ALB), Google Maps API
Duration
2+ years
Team size
14
The Droxic and Silli team working on Ruukki consisted of 14 people across backend and frontend development, QA, and project management. The project covered the full lifecycle from UX research and information architecture through to development, content migration, and launch across all country sites. After launch, Droxic continued to support the platform with ongoing development and optimization.
The new platform delivered measurable improvements across every metric that mattered to Ruukki.
Site speed improved by 700% compared to the previous website, directly improving user experience and SEO rankings.
The B2B section saw a 50% increase in leads. The B2C section attracted 36% more visitors and 20% higher page views. Content requests increased by 70%, while bounce rate dropped by 6%.
The comprehensive rebuild contributed to Ruukki achieving prominent top-ranking positions on Google, and the project was nominated for the 2021 Sitefinity Site of the Year Award.