The Challenge: Linking Brick-And-Mortar Retail With the Digital World of Enjoyment
As part of a comprehensive website relaunch, Viani's online presence was not only to be expanded with new content and offers (vouchers, cooking classes, store locations) and given a visual refresh, but also harmonized with the delicatessen provider's brick-and-mortar services, products, and activities.
In addition to maximum user-friendliness, the main task of the relaunch was to develop a design that would welcome every member of Viani's diverse audience to a place of well-being and enjoyment.
At the same time, both online editors and in-store sales staff should have as little effort as possible in data management and synchronization.
In addition, Viani wanted to address its business partners and end customers more specifically with the appropriate content in the future. Previously, both target groups were served via the same web platform, and the content provided differed almost exclusively in price.
The Initial Situation: New Market Conditions Required Swift Action
The food market was characterized by increasing concentration, the entry of competitors from outside the industry, the declining importance of traditional distribution channels, the growing significance of online retail, and the decline of traditional delicatessens.
To address this, it was necessary to seamlessly connect the Viani world, which had grown over the years, online and offline in order to offer delicatessen lovers an uninterrupted, user-friendly shopping experience.
The Solution: Separate Shops With a Central Database
Based on the open source digital commerce framework Pimcore, Blackbit has developed an integrated content and commerce platform that presents products in their brand world and meets the requirements of consumers and trade audiences alike.
The accurate targeting of target groups is achieved by setting up two separate shops that access a centrally maintained database. End customers are addressed via the existing URL www.viani.de, which was the focus of the relaunch. Business customers now shop via the b2b.viani.de website. After logging into their account, B2B customers receive a quick overview of all relevant information (orders, current offers, newsletter registration) on their dashboard .
In the B2B shop itself, customers naturally only see the products available to specialist retailers with B2B prices and packaging units, and can order them quickly and conveniently.
The design invites Viani's diverse clientele into a feel-good atmosphere. The seamless cross-channel commerce connection between the Pimcore web platform and the retail stores' POS system enables a consistent shopping experience. Thanks to optimal responsiveness and faster loading times for dynamic content, the website also impresses from a technical standpoint. In addition, the synchronization of the booking tool for Viani's popular cooking courses with the Pimcore database ensures uncomplicated administration. Finally, the targeted separation of distribution channels for B2B and B2C customers enables a clear and effective approach that is tailored to their respective needs.
Harmonious Shopping Experience Thanks to Consistent Design
For even greater user-friendliness and a harmonious shopping experience, Blackbit has introduced a minimalist, clean web design. With its distinct shapes and clear contrasts, it ensures an intuitive website and a clear presentation of content.
The concentrated use of images and generous serif fonts, as well as a muted background in the content area of the shop, convey warmth and convey the authentic atmosphere and tradition of Italy. Open to everything and everyone, the design blends seamlessly with the minimalist design of the local Viani stores.
The Result: A Platform That Cleverly Combines the Importer’s Online and Offline Offerings
The platform connects content and e-commerce, creating a consistent user experience and an integrated working environment for employees. Pimcore's powerful PIM functions make it easy to maintain extensive product information and present it effectively: the integrated content and asset management system allows editorial content and images to be conveniently created, managed, and linked to the product data stored in the PIM. For example, Viani's web editors can place products directly in an editorial article and link the required ingredients in recipes to the respective product pages in the shop.
The relaunch not only increased the website's visibility (OVI) by 41.62%, but also grew the number of monthly visitors by 41.19% compared to the same period last year. The dwell time and conversion rate of the online shop increased by more than 30% within a few weeks of the relaunch. The technical update and mobile optimization of the design have also paid off: sales via smartphones and tablets doubled in the first month after implementation.
However, it is not only gourmets and the online editors at Antonio Viani Importe who are delighted with the high user-friendliness of the new shop; digital commerce experts are also enthusiastic about the implementation.
