In collaboration with ProChannel GmbH, Marketing Factory conceptualized, developed and launched the CasaWella online shop for high-quality furniture and home accessories. Customers were able to browse through more than 6,000 products from the categories of dining, sleeping, living, children's and youth rooms, and home accessories on casawella.de.
At the start of the project, Marketing Factory conducted a competitor analysis to assess the current market situation and define the requirements for the new CasaWella shop appropriately from the outset. In terms of product range and design, the online shop was aimed primarily at a female target audience.
Integrated marketing measures for casawella.de
When designing and creating the CasaWella online shop, the focus was primarily on the aspect of emotional shopping. Accordingly, the design was based on warm, calm earth tones as well as a playful font and matching icons.
During implementation, the focus was primarily on being able to offer customers a user-friendly, mobile-optimized shopping experience. The core of the website is formed by the shopping worlds of the respective categories, which are intended to serve as inspiration for the users. The large-area sliders not only present the items in combination in an attractive way, but also offer visitors the opportunity to go directly to the displayed items via the integrated hot spots.
Visitors to the CasaWella online shop could access the products presented in the image directly via shopping highlights (hot spots) placed prominently in the experience images. These hot spots could be placed and maintained in the Shopware backend by the editors - using product pickers, products from the range could be easily and intuitively inserted directly into the experience.
In the further course of the project, further improvements in the context of usability and user experience were implemented in order to constantly improve the shopping experience of the visitors. In addition, extended marketing measures in the area of SEO/SEA, AdWords campaigns and a social media strategy were set up and implemented to increase the popularity of the online shop.
The technical challenges lay primarily in first enabling ProChannel and Marketing Factory to work together on the project. To do this, a technical interface first had to be created between the Shopware system set up and ProChannel's E-Connect merchandise management system.
Marketing Factory wrote a corresponding API especially for this purpose, thus enabling the connection of the two systems. An important aspect was also the extension and adaptation of the Shopware templates to the CasaWella design. The focus of the developed elements was always on best usability in all viewports and on all end devices.