Q8 is one of the leading energy providers in Europe, with close to 700 stations across the Benelux, a highly advanced blending plant for lubricants in Antwerp and over 1000 IDS filling points for long haul transport across Europe. Q8 set out to evolve from a traditional fuel retailer into a sustainable mobility leader.

Its existing digital platform could no longer support this strategic shift. Multiple brands, multiple countries and increasingly complex customer needs demanded a flexible, scalable and future ready digital ecosystem. To deliver on this ambition, Q8 partnered with AE to redesign its app and web landscape using a modern headless architecture, with a strong focus on customer centricity.

01 - Challenge

Scaling digital ambition across brands and borders

Q8 needed a digital platform to manage its website content, capable of supporting multiple brands, languages and domains, while enabling marketers to work efficiently and developers to innovate quickly. At the same time, the organisation faced a shifting scope, maturing technology ecosystems, GEO and tracking complexities and the need for governance and content processes that could scale.

02 - Solution

A headless foundation for dcalable, customer-centric growth

AE delivered a headless architecture with Storyblok at its core, supported by microservice integrations for search, jobs, customer service and analytics. Storyblok’s native capabilities, combined with ongoing experimentation around AI-assisted localisation, support increasing editorial autonomy across markets.

A Figma based design-token system ensures brand consistency at scale. Product owners aligned business goals, managed scope and enabled transparent collaboration between the Q8 and AE teams. The component-driven setup and EAA-ready framework provide Q8 with a structured, scalable foundation for long-term evolution.

“The collaboration with AE delivered a scalable and compliant website platform that strengthens security, accessibility and brand coherence, while simplifying content management.”

Franky De Schouwer, Product Lead Digital Interfaces & Design Q8

03 - Outcome

Optimised for SEO today, ready for AI tomorrow

Q8 operates a unified platform where content is managed centrally and deployed efficiently across brands and countries, starting with four websites and with more to be added. With structured content models and a clean technical setup, SEO, AEO and GEO performance improves and AI assisted localisation becomes faster, supporting websites in 16 languages. Clear governance and reusable components streamline publishing and reduce operational overhead. The organisation now benefits from predictable workflows, higher digital quality, and a platform ready to support future channels and services.

• Productivity boost: marketers can create, edit and localise content faster through a visual editor and built-in collaboration. 
  
  
• Future-proof solution: a modular architecture and scalable design token support growth into new brands, markets and services. 
  
  
• Efficiency unleashed: centralised content and structured governance reduce maintenance and speed up delivery. 

From legacy platform to strategic digital enabler

AE enabled Q8 to move from a legacy platform to a strategic digital enabler. The new ecosystem supports multi brand growth, simplifies content operations and provides developers and marketers with tools to work independently yet cohesively. With clear governance, improved workflows and scalable architecture, Q8 can confidently expand its digital footprint while maintaining consistency, speed and innovation capacity. 

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