Wein Wolf Shopentwicklung
With more than 40 years of market experience, Wein Wolf GmbH is a specialist in the import and distribution of more than 5,000 top international wines, champagnes and spirits. Leading in the premium segment, around 12,000 top restaurateurs, specialist and food retailers entrust themselves to the Wein Wolf Group. For Wein Wolf GmbH, we developed a comprehensive B2B commerce solution based on Shopware. The focus of the new development was to establish the Wein Wolf brand more strongly as a premium supplier of wines and other spirits in Germany, as well as to better advise and serve the approximately 12,000 retailers and restaurateurs through a scalable B2B commerce solution. Since wines and spirits are a product in need of explanation in their uniqueness, the respective descriptions should also be sufficiently detailed, but not overly promotional.
The motto of the new store is: "B2B meets User Experience". That's why retailers, restaurateurs, and B2B interests should not only be able to discover, search, and buy the premium products, but also experience a buying experience. The products are brought to the center of attention and a lot of space is created for emotionalization and passion. At the same time, efficiency is required in the ordering process and lean user guidance, clear structures and good filter and search options are needed. Supplementary functionalities such as the creation of wish lists or a quick entry of order items round off the feature set. Trust is strengthened by a personal approach and wine advice at a high level is rounded off. Tradition and modernity are combined with the exclusivity of noble products. The clear user guidance helps customers to quickly find their way through the more than 5,000 products from over 700 winemakers and to recapitulate orders already placed via a personalized login. This clarity creates trust and, at the same time, customers can easily venture to new top products via discreetly emotionalizing storytelling. For the online store, a standard Shopware theme was completely redesigned and extensively expanded to meet Wein Wolf's brand and marketing requirements. This created a stage for the company's brand and product messages. In the backend, the self-service area provides a quick overview of order history, offers and wish lists. All logistics and billing systems are integrated via interfaces to provide customers with real-time information on current products and order statuses. Clearly designed category pages, a centrally integrated search function, and extensive filter functions allow users to quickly navigate to the products they are looking for. The respective product pages provide all relevant information on the top culinary products. A fact sheet summarizes all the essential information once again in a structure that can be quickly grasped by the eye.
For the online store, a standard Shopware 6 theme was completely redesigned and extensively expanded to address Wein Wolf's brand and marketing requirements and create a stage for the company's messages. The inspiring character characterizes the appearance. Special attention is paid to the winemakers or producers. In a separate area, visitors to the B2B store receive background information on origin and growing region and are encouraged to buy with suitable products.
Those who know exactly what they are looking for can quickly find the desired product via the semantic search. For this purpose, Elastic Search has been optimized in terms of priorities. In the backend, the self-service area provides a quick overview of the order history, offers and wish lists. All logistics and billing systems, such as SAP ERP, are integrated via interfaces. On the product overview and detail pages, customer-specific prices are displayed in real time from SAP ERP with the help of a custom-developed Shopware plugin. The integration thus enables the mapping of around 60 million different price combinations. The shopping cart simulation in Shopware Checkout performs a final price check with SAP ERP at the end of the ordering process.
Coming from a business that – even nowadays – is familiar with customers ordering via fax, phone or face-to-face, we had been quite curious to see how the new B2B webshop would establish itself. Today we see that we choose the right way, as we’re receiving phone calls and emails from long lasting loyal customers jokingly wishing farewell to their sales agent – because they decided to order online from now on. Furthermore, we see ordering behaviors changing. Customers are discovering and ordering a broader variety of products due to a more intuitive presentation and cross selling mechanisms. Also, the possibilities of ordering 24/7 and at the tip of your fingers is leading to a more diverse habitual buying behavior. Steffen Letzner - Head of Marketing Wein Wolf GmbH
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