Blackbit x Viani: the case study of the month

Stefano Viani


11 Aug 2022 Pimcore Online Store Relaunch

Digital delicacies: Trust and an exemplary success story grow from many years of collaboration. Our case study of the month shows what fruit a close relationship between agency and client can bear.

"Better food leads to a better life" - that is the vision of Antonio Viani Importe GmbH and also its mission. As one of the leading companies in the import of Mediterranean delicatessen, the wholesaler has been serving its customers since 1973. Among them are various retailers, customers from the gastronomy and delicatessen trade, as well as foodies, gourmets and fans of the Mediterranean way of life.

Viani Importe GmbH Case Study von Blackbit

Even though the support of Antonio Viani GmbH existed long before 2016, our case starts with the first big success this year.

2016: Multi-channel distribution with Pimcore.

With the major relaunch of the Antonio Viani Importe online store, a new idea was realized. Visitors dive into the lively world of Viani in the store, illustrated by appealing photography, enriched with extensive product and background information. Highly visual recipes and exciting food stories add authentic details to the connoisseur's cosmos, while portraits of manufacturers and suppliers give the products a face - the large Viani family becomes visible through individual products.

Despite all the attention to detail, the new store's high level of user-friendliness delighted not only gourmets, but also digital commerce experts: The freshly launched website was honored as "Most Innovative Shop" at the Shop Usability Award 2016.

2021: Merging brick-and-mortar retail and the digital world of indulgence

Now the task was to seamlessly link Viani's online and offline worlds, which had grown over the years, to offer a user-friendly shopping experience by merging brick-and-mortar retail and digital offerings in a customer-oriented way. Accordingly, the goal of the new web relaunch was not only to expand Viani's online presence with new content and offers (coupons, cooking classes, store locations) and give the site a fresher look, but also to harmonize it technologically with stationary services and products in Viani stores. Customers were to be provided with a holistic, cross-channel experience.

In addition to maximum user-friendliness, the goal this time was not only to warmly welcome every customer as part of the Viani family, but also to provide more targeted addressing of B2B and B2C customers in the process. At the same time, on the operator side, the effort for data management and synchronization was to be minimized.

The new solution: Price worthy

The relaunch in 2021 is accompanied by technological optimization for data synchronization and a redesign of the Viani website. Under the new interface, offers from the retail stores and digital shopping options are closely intertwined.

The reduced design of the Viani store gives more space to individual products and the stories behind them. Store visitors experience a world of indulgence where a wide variety of customers feel welcome. This achievement is honored by the industry with a nomination for the German Digital Award 2021 in the Visual Design category.

We regularly publish our case studies to transparently show which goals we achieve with long-standing clients and how our collaboration has shaped up. Our success story of the Viani Digital Commerce Platform was published on the website of our partner Pimcore and was chosen as the best Case Study of the month of June.

Find out what technical tools Viani and Blackbit used to achieve their goals in our Case Study on the Italian deli.


About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.