Tile sale

FLIESENsale faced the challenge of successfully selling a consultation‑intensive product range—tiles and floor coverings—online. The lack of tactile product experience and personalized advice had previously led to high return rates.

Missing system integration and high maintenance effort

An existing Magento shop was maintained manually and was not integrated into internal processes. The online assortment was often outdated, leading to marketing wastage, reduced customer appeal, and a high risk of incorrect orders.

Foundations for future‑proof online retail

The objective of working with burgdigital was to build a future‑proof e‑commerce solution to complement the physical stores. To achieve this, new structures were established, business processes were digitalized, and Microsoft Dynamics 365 was implemented as the ERP system, creating a solid foundation for sustainable growth in online retail.

Our services

Migration from the existing Magento shop to Shopware 6
Integration of Microsoft Dynamics 365 ERP with automated data synchronization
Optimization of ordering and consultation processes, including free sample shipping
Technical and content‑focused SEO optimization
Targeted performance marketing to increase reach and conversions
Adapting the shop for all devices and sales channels

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E‑commerce strategy

Using a targeted customer‑journey design plus coordinated SEO and advertising measures, we created entry points into the shop’s product worlds. This enables users to configure their desired items and automatically calculate the required number of packages based on the room size entered.

Sample orders provide reassurance

By offering customers the option to order sample tiles before making a purchase, the company has increased uptake of its e-commerce service and significantly reduced the risk of incorrect orders. This gives prospective customers the reassurance they need to make an online purchase, whilst also enabling them to be channelled into the traditional sales channel via the company’s advisory services.

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Implementation of the online shop

The technical implementation of the online shop was carried out using Shopware 6. Interfaces between the ERP system and the e-commerce platform ensure that not only all products with the required master and transactional data are transferred to the shop, but that orders are also sent back to the ERP system and processed automatically.

Plugins for shop customization

For additional functions – such as sample orders with a quantity limit in the checkout or the calculation of room size for shipping units – burgdigital developed its own Shopware plugins.

Custom style concept for brand positioning

To translate the planned customer journey into the desired user experience, burgdigital created a bespoke customer theme with sophisticated style elements. These were developed in a dedicated design concept with the aim of increasing trust, driving acceptance and strengthening brand recognition.

Performance marketing

burgdigital optimised the entire shop for search engines and migrated the existing rankings from the previous e-commerce activities. Content elements in the product range sections and on landing pages – for example the living worlds – are designed to further increase visibility on Google and other search engines.

In addition, sales channels set up in Shopware ensure that products are automatically pushed to the company’s own communication channels such as Facebook, Pinterest and Google Shopping. A newsletter system has also been integrated into the new online shop.

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SUCCESS THROUGH SPECIALISED E-COMMERCE EXPERTISE

Results & added value

FLIESENsale has consistently driven its digital transformation and is now well positioned for a successful future. With continuously improving search engine rankings, enquiries from e-commerce activities are already steadily increasing. Direct product sales via the shop are running smoothly and, in particular during the pandemic, have provided an important balance to overall revenue.