Our Success Story
bw-online-shop
“As one of Germany's leading online shops for outdoor, leisure products and clothing, we needed a competent partner for high-quality software development, UI/UX design and fail-safe and high-performance e-commerce hosting. With alkima WEB & DESIGN, I have found just the partner who has the competence and the necessary reliability that we need – and all of that around the clock. ”
bw-online-shop.com
bw-online-shop.com is the online shop in Germany for outdoor and tactical clothing, as well as outdoor tools. Since 2003 you can find a variety of high-quality products from the areas of clothing, shoes, backpacks & bags, and outdoor equipment in this online shop. The company from Meiningen has a very clear goal, which is to become the best online shop for everything around outdoor and leisure in Germany! To achieve this mission, in 2017, bw-online-shop turned to alkima WEB & DESIGN for a suitable technical basis and comprehensive support.
Provided services
Systems
Magento 2
Single-Page-Application (SPA)
WordPress
Features
- Individual conversion landing pages (design and software development)
- Integration of the Google Analytics incl. set up of GTM
- Individual modules
- Order process (individual development)
- Automation of discount coupons for newsletter marketing including API for Cleverreach
- Integration and configuration – E-Commerce tracking via Google Tag Manager
- Numerous extensions for search engine optimization and content maintenance
- etc.
Software Development & Support
- Front-end and back-end development
- Individual development of API – merchandise management Descartes Pixi
- Integration and configuration Cobby (PIM)
- FACT-Finder integration and customization
- EPOQ integration (Advise, Inspire, Search, Connect) and further customization
- Integration of Cleverreach and development of individual extensions
- Newsletter marketing (design / templates / dispatch management)
Migration from Aconon Shop to Magento 1
In addition to the migration of product and order data from the Aconon-shop to Magento 1, the performance of the online shop was also supposed to be improved. To ensure this, we not only integrated the given web design into the front end of Magento 1, but also provided high-availability hosting custom-tailored to Magento 1.
Migration from Magento 1 to Magento 2
When Magento announced the Magento 1 end-of-life and that general support will be discontinued, we started preparations for the migration from Magento 1 to Magento 2. Since Magento 2 is an independent software and not just an update, we decided not only to carry out a simple migration but to develop a completely new UI/UX design based on the existing data.
Thus, alkima WEB & DESIGN received the order to reinvent the entire online shop and to focus not only on web design, but also on UX design and, of course, on “mobile first”. Our next step was the connection to the existing logistics system, as the provider no longer offered a turnkey solution for Magento 2 as it was with Magento 1, so this had to be completely developed in-house.
As part of the online shop implementation, we also developed many new features and integrations of third-party software.
User Experience / Search Engine Optimization
User experience is, of course, the be-all and end-all of an online shop. Due to our many years of experience in e-commerce, we have put all our know-how into the development of a perfect user experience in the online shop of the bw-online-shop.
WordPress
We have also further developed the blog and used WordPress as a headless content management system, in which the front end (single-page application) provides perfect usability for the user. Here, the user receives a lot of useful and new information about outdoor and leisure.
Due to our hosting, which is perfectly matched to the operation of several systems (different software), we have not only developed high availability hosting for Magento 2 but also high-security hosting at the same time, so that all data of the bw-online-shop receive the highest possible security and integrity.
Milestones
2021
Progressive Web App Development
Start of development of a progressive web app on Vue Storefront
2020
Relaunch with Magento 2
2019
Beginning of moving to Magento 2
Start of the conception of the new online shop on Magento 2
2018
Start of newsletter marketing
Creation of templates and dispatch management
2017
Takeover of the project
- Individual full integration of a newsletter tool
- Integration in alkima's high-performance hosting
- Relaunch with Magento 1
Data Migration from Aconon Shop to Magento 1
Since the Aconon shop and Magento 1 are completely different online shop systems and the database of products, customers and orders are not homogeneous respectively, we have developed an application that is necessary for smooth data migration, which migrates and at the same time also ensures the integrity of the data.
Development of the Connection between Magento 2 and Descartes Pixi
Since the merchandise management provider Descartes Pixi no longer offered a turnkey interface for Magento 2, the question arose of how to proceed here. Since there was a provider who already offered an interface for this, the question here was “make or buy”.
After a detailed analysis of the requirements, especially the probable future requirements for the API, we decided to develop the entire interface ourselves due to the flexibility it would offer. With this decision, we managed to develop an API connection between Magento 2 and Pixi that is adapted to all changing requirements and is open for the future changes. Another advantage is that bw-online-shop has become much more independent of other providers.
Modern and Intuitive Web Design
The trends in web design for 2019 changed and our task and our endeavor was to create a web design that reflects the character of an outdoor shop in a modern and clean way. The presentation of the products must be appealing to the user and inviting to purchase.
Since web design lives not only from the design of the elements but also from the choice of fonts, we have also placed special emphasis on the selection of the font. This is extremely important because it must also be displayed properly at all other fronts where the corporate identity takes effect. In addition, the choice of the font also has a direct influence on the development of the web design.
Payment Methods for Success in E-Commerce
Every online shop operator knows that the number and type of payment methods have a direct and massive influence on the conversion in the online shop. For this reason, we have integrated all important payment methods such as “purchase on account” (Klarna), installment purchase, PayPal, Amazon Pay, credit card, prepayment, direct debit, cash on delivery and instant transfer in the online shop
E-commerce Tracking
Every online shop needs a functioning and extensive tracking of the user in the online shop, especially when online marketing is carried out.
In the past, so-called tracking pixels were stored in the HTML. Nowadays this is done using applications such as the Google Tag Manager. Here, the pixel is no longer stored directly in the HTML, but in the backend of the Tag Manager. As a result, only the Google Tag Manager code is loaded in the front end and no longer a multitude of different pixels, which in some cases also had a negative impact on the performance of the online shop.
To make this work, so-called “data layers” must be filled with the information needed for the tag. This includes e.g. product name, price, tax, etc.
We have taken over the entire configuration of the GTM. For this purpose, we have developed a module for Magento, which fills the data layer with the required information.
The extended e-commerce tracking of the bw-online-shop thus functions efficiently and provides all the data required, among other things, to measure and evaluate marketing campaigns.
UX Design / Mobile First
What is UX design? The UX design describes the influence of all aspects and impressions of a user during the interaction with, in our case, the online shop.
Thus, the analyzed information and inclusion of so-called “best practices” have a direct influence on the design of the online shop or the design and positioning of individual elements in the online shop.
Thanks to our many years of experience in e-commerce, we were able to put all of our experience into the UX design of the bw-online shop and have thereby created a UX design that is perfectly tailored to the user.
This was especially obvious through the implementation according to the “mobile first” approach. Thanks to our well-thought-out design, which is perfectly tailored to mobile use, we were able to achieve strong growth in mobile conversion (purchase). In addition, the interaction of the user with the online shop has been greatly enhanced.
Newsletter Marketing
The often underestimated newsletter marketing is unfortunately used far too rarely or incorrectly by many online shop operators, although this type of marketing can certainly generate high sales.
However, this requires a clean integration into the online shop in order to generate newsletter recipients, and that with the mandatory opt-in procedure and, of course, the implementation (templates) and dispatch.
We implemented all of these things for the bw-online-shop and continue supporting the internal processes to make newsletter marketing successful in the long term.
High-Availability Hosting
A large online shop also needs high-performance hosting that is appropriate to the number of users. To satisfy this demand, we have developed an individual and high-available hosting environment for the online shop that meets all performance and security requirements.
We offer 24/7 support for the smooth operation of the online shop, so that there is practically no risk of failure.
Process Optimization / Consulting
A surely constantly changing market also requires permanent adjustments to processes, including such of digital processes.
We support all processes, not only digital ones, but also those in analog, and support the bw-online-shop with our entire know-how in software development, web design, UX design, e-commerce and general consulting.
Search Engine Visibility
The visibility of an online shop in search engines is one of the most important factors. That is why together with the online marketing agency we provide permanent support to improve the visibility of the online shop in search engines such as Google, Bing, etc.
But we not only react, we also act. We often set a positive course, for example for updates from Google for the search algorithm. A lack of attention here can often cause visibility loss in search engines.
Conversion Landing Pages
In order to become successful on the market with the products presented in the online shop, we continuously create conversion landing pages for the bw-online-shop, which are tailored to specific customer groups and/or products. These landing pages are advertised by the online marketing agency with marketing campaigns designed specifically for them.
After the launch we constantly analyze these pages in order to continuously optimize them by improving usability.
