Since 1973, Antonio Viani Importe GmbH has offered gourmet specialties to B2B customers such as gastronomes and gourmet retailers. Today, Viani’s online shop offers over 2,500 products including authentic Italian specialties on everything from antipasti, to pasta and wine.
The current food market is characterized by the domination of the market by a selection of large companies, the entry of non-market competitors, the growing importance of online trading and further challenges. So far, Viani has been able to benefit from this development by a sell-out-focused marketing. To remain competitive in the long term, Viani's management decided to develop a new brand identity and to implement multi-channel sales via the catalog, retail and brand shop for B2B and B2C.
By means of a flagship store and within e-commerce projects, the delicatessen importer has gained experience in B2C marketing and built up know-how in recent years. In 2016, management decided to develop a new brand identity that would appeal to retailers and consumers alike. The relaunch needed to include a fresh look and a new e-commerce platform. The goal was to expand Viani's distribution channels by implementing multi-channel sales via the catalog, retail and brand shop for B2B and B2C.
„We were able to significantly reduce the error rate by centralized data maintenance. If we find inconsistent prices we can change them directly in the PIM and initiate a sync with the ERP system.“
Julius Kuhn-Régnier, Specialty Foods Purchase and Project Manager
Blackbit, a digital commerce agency based in Germany, advised Viani to use Pimcore to solve their various business needs. Blackbit developed an integrated content and e-commerce platform, which presented Viani's products efficiently and equally fulfills the requirements of retailers and end customers. The new platform created a tremendous user experience and an integrated work environment for employees. The online store allows Viani to stand out in the market with not only the excellent product quality; but also, sentimental and unique information and individuality.
The powerful PIM functions of Pimcore allow Viani to maintain comprehensive product information and to display them effectively. At the same time, editorial content and images can be conveniently created, managed and linked to the product data stored in the PIM via integrated content and asset management.
To tailor the functionality of the new Pimcore shop perfectly to the target groups, Blackbit integrated individual functions for retailers and end-users. In addition to different pricing, consumers can choose between other payment options than dealers. Moreover, the shopping cart is configured in such a way that B2B customers order full packaging units by pre-selection, while end-users order single items. Catalogs are produced database-driven and product information is made available automatically to the dealers.
With the relaunch, Viani was able to increase the visibility of its website (OVI) by 41.62%. Compared to the same period in the previous year, the number of monthly visitors rose by 41.19%. Additionally, sales improved by 8.89%.
The heightened user-friendliness of the new shop delights both shoppers and Viani's online editors. Digital Commerce experts are also enthusiastic about the implementation as shortly after the relaunch, the new Viani online store was honored as "Most Innovative Shop" at the Shop Usability Award ceremony in 2016. With this award, the shop was able to assert itself successfully against more than 500 competitors at the most prestigious German e-commerce awards
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