Westfalia tools

Westfalia Werkzeugco. GmbH & Co. KG, Hagen
Full TYPO3 integration of the website and implementation of the online shop.

NameWestfalia Werkzeugcompany GmbH & Co. KG
SectorHagen-based Westfalia Werkzeugco. GmbH has been a specialist mail-order company for tools, home and garden, electronics, automotive accessories, agriculture and more for over 90 years. As a first-mover, the company added online sales to its main "catalogue" business back in 1996. Westfalia operates as a mail-order retailer in Germany, Austria, Switzerland and Great Britain, and in 2013 was one of the Top 10 generalist online stores in terms of sales according to the EHI Retail Institute.
Customer since2002

Project overview

Westfalia has been "online" for over 20 years: During this time, an order form has grown into a complete, individual online store, which is well received by catalogue customers as well as by pure online buyers and can be called up on a desktop, at home on a tablet on the sofa, or out and about on a mobile phone.

Westfalia employees can control the functions of the store in their own backend and view sales information in real time to optimise product placement. 

Project details

Marketing Factory Consulting GmbH has been managing the online stores operated by Westfalia Werkzeugcompany GmbH & Co.KG for over 15 years in terms of concept development, graphics and technology. The technological basis of the website is an individual development, specifically tailored to the needs of a mail-order retailer and one that communicates directly with the Westfalia ERP system. The system is also connected to several third-party systems, such as payment providers, search systems, recommendation engines and affiliates to name but a few. TYPO3 is used as the CMS component for the content management-based maintenance of the promotions and content areas. Content can thus be dynamically exchanged between the shop system and the CMS to ensure the easiest possible upkeep by the content managers.

The online stores are operated and permanently optimised in a highly available environment within the data centre. The system automatically scales up in the event of peaks, whilst delivering a consistently good performance.

Marketing Factory is also developing an appropriate social media strategy for Westfalia, which specifically takes Westfalia’s customers into consideration. Implementation of the individual social media campaigns is organised and optimised by Marketing Factory.

Marketing Factory’s content managers also have responsibility for content marketing. Contents with a neutral advisory character are systematically converted into "transactional contents" to inspire prospective customers to make a purchase by means of a "virtual sales discussion."

Marketing Factory also acts as a consultant to Westfalia in relation to organisational matters, marketing and e-commerce development.