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 cooperation. Our case study of the month shows what fruits 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 at the same time 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 traders, 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 shop, a new idea was realised. Visitors dive into the lively world of Viani in the shop, illustrated by appealing photography, enriched with extensive product and background information. Pictorially presented recipes and exciting food stories add authentic details to the gourmet 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 shop's high level of user-friendliness not only delighted gourmets, but also digital commerce experts: the freshly launched website was honoured as "Most Innovative Shop" at the Shop Usability Award 2016.

2021: Merging stationary trade 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 stationary trade and digital offers in a customer-oriented way. Accordingly, the aim of the new web relaunch was not only to expand Viani's online presence with new content and offers (vouchers, cooking courses, shop locations) and to give the site a fresher look, but also to harmonise it technologically with stationary services and products in the 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. At the same time, the operator's efforts for data administration and synchronisation were to be minimised.

The new solution: price worthy

The relaunch in 2021 is accompanied by technological optimisation for data synchronisation as well as a redesign of the Viani website. Under the new interface, offers from the retail shops and digital shopping options are closely intertwined.

The reduced design of the Viani shop gives more space to individual products and the stories behind them. Shop visitors experience a world of indulgence where a wide variety of customers feel welcome. This achievement is honoured 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 chosen as the best case study of the month of June.

You can learn more about the technical means Viani and Blackbit used to achieve their goals in our case study on the Italian delicatessen.
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About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency across its offices located in Göttingen, Hamburg, Berlin and Kiew. He is passionate about developing marketing strategies and implementing them as concrete measures.

In his spare time, Stefano rides his motorcycle or works out in the gym.