Interquell Petfood: 16-month major project instead of 6-month MVP
– and everyone is happy

About Interquell Petfood

The challenge

Clear Prioritization and Focus on Key Business Processes

This time was well invested, as the requirements for the new onlien shops were diverse. They not only had to meet the needs of pet owners, but also facilitate collaboration with B2B customers such as vets, breeders, retailers and dog schools – and not just in Germany, but internationally in a total of 15 channels, from the UK to Indonesia and Hungary. For example, an automated approval process for prescription products such as special food was to be implemented with veterinarians.

The content management system was a particular focus of the project. It was important for the pet food supplier to be able to address its different target groups individually in the store. In addition, individual role and rights structures had to be set up for the many international teams. Despite the complex requirements, the project partners jointly decided on an unusual but pragmatic step: the previous content management system was switched off despite its immense range of functions and replaced by the integrated CMS from Shopware 6. “With the old CMS, the caching in particular was not properly implemented,” explains Sabine Götz. “This made the store very slow. To fix the problem, we would have had to completely rebuild the caching.”

In addition, the integrated content management system of Shopware 6 had a major USP in the eyes of those responsible: thanks to the direct connection to the Rule Builder, a tool with which various business rules and processes can be controlled automatically, workflows can be made more efficient and better coordinated. These include, for example, discount campaigns, the adjustment of shipping costs depending on the delivery location or shopping cart, product availability displays for certain customer groups or the dynamic adjustment of available payment options.

Another strategic focus was the introduction of a loyalty world. After a thorough evaluation of all available solutions, Interquell Petfood opted for the Talon.One promotion engine. “During the requirements survey, we saw that the company uses many promotions, including unusual ones,” says Sabine Götz. “Although it’s not impossible to manage all of this with Shopware, there was still a risk that we wouldn’t be able to map one or two promotions in this way and would then have to develop them in a time-consuming and error-prone manner. By implementing Talon, we have created a toolbox that we can use today and in the future to implement any crazy campaign.”

Result

There are already plans for the further expansion of the stores. A product information management system is to be introduced to improve the quality of product data, there are new ideas for the loyalty programme and internationalization is also to be driven forward. Pragmatism and a sense of reality will also be required here.

CHARACTERISTICS

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