AH-Trading GmbH
How gartenmoebel.de dared the switch to Shopware 6 while running at full load
As a long-standing, experienced supplier of poly rattan furniture, AH-Trading GmbH set out with its online shop www.gartenmoebel.de to become THE one-stop internet supplier of garden furniture and garden accessories. The online shop offers furniture variations in aluminum, wood, poly rattan, bamboo, stainless steel, textile and interesting material combinations. On top of that, there are practical grilling solutions, trendy lighting objects, refreshing pool showers, various shading solutions, garden accessories for every taste and much more. Under the OUTFLEXX brand, gartenmoebel.de also manufactures poly rattan furniture itself and sells it across Europe exclusively in its own shop or through authorized distributors. AH Trading, which also runs the shop loungedreams.de alongside gartenmoebel.de, generated revenue of around 45 million euros in 2020.
B2C online shop for garden furniture
Result
2020/21
Go-live
Shopware 6 Enterprise
Shop system
Project highlights
- Stable under very high visitor and transaction volumes
- Complex search and filtering options
- Digital consulting
Technology stack
Service modules
Challenge
The gartenmoebel.de online shop was due for a relaunch. For mobile visitors in particular, the shop no longer offered a modern shopping experience. Load times were also too slow. But a mobile-first approach was hard to implement with the existing shop system. So gartenmoebel.de, as one of the highest-reach online pure players in the garden furniture segment, decided on a bold move: mid-operation, the shop was to be migrated to new shop software and the entire front end modernized.
Implementation
At the start of the project, the preferred innovative shop system Shopware 6 was still in beta, so a lot of improvisation was called for at SHOPMACHER at first. As a first step, the reliability of the shop software was tested with the relaunch of loungedreams.com, the smaller sister of gartenmoebel.de. Once the shop was running stably, the main shop gartenmoebel.de was migrated to the new, by then stable system. For the front-end design, great emphasis was placed on a good mobile customer experience under the motto Mobile First. The navigation bar, for example, is placed at the bottom for easy thumb access.
The API-first approach of Shopware 6 made it easy for the project team to implement individual customer requests. These include, for example, personalized discount pop-ups that try to win over customers who are about to leave the shop with special offers after all. The ERP system was connected via the TSO-DATA WebConnector.
Now that the shop runs stably, it is to be continuously developed further in regular sprints. To do this, gartenmoebel.de forms hypotheses and measures customer behavior. Promising features then go to SHOPMACHER for implementation. Each month, new functions are developed, tested and, if successful, permanently installed with an eye on market requirements. This lets the platform and processes at AH-Trading evolve in step.
Result
The relaunch increased revenue by around 20 percent. E-commerce Project Lead Patrick Knebelkamp attributes this, among other things, to better usability, especially for mobile users, as well as better performance.
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