Gilgens: Digital brand extension with Shopware 6

Gilgen's Bäckerei & Konditorei

Gilgens has stood for genuine craftsmanship, regional ingredients, and finest baking since 1880. What began as a small bakery in Hennef has grown into a modern family business with 44 branches across the Rhein‑Sieg region, Bonn, and the surrounding area.

With a passion for quality and regional ingredients, Gilgens combines traditional bakery craftsmanship with contemporary brand management. The range extends from fresh baked goods and fine confectionery to delicacies as well as coffee, tea, and cocoa – always with the goal of uniting indulgence and regional character.

For Gilgen’s, the task was to translate its traditional brand identity into a contemporary digital experience. The new online shop needed to make craftsmanship and regional roots tangible while delivering modern user guidance, clear structure, and optimised performance across all devices.

Consistent brand presence & improved user experience

The goal was to create a digital foundation that unites storytelling, product presentation, and the in‑store experience. The result is a brand presence that translates Gilgen’s values authentically into the digital space and resonates with customers both online and offline.

Our services

Development of a Shopware 6‑based online shop with a bespoke design concept
Implementation of a blog / magazine section designed specifically for Shopware 6
Integration of Doofinder search for fast, precise results
Integration of a mobile‑optimised store locator with direct Google Maps linking
Integration of ERP and career portal for automated workflows
Preparation for future extensions such as customer card and cake configurator

Die Artikeldetailseite und Produktdetailseite des Gilgens Onlineshops

CENTRAL PLATFORM FOR A CONSISTENT BRAND EXPERIENCE

Our solution: Shopware 6 with custom extensions

For Gilgen’s new website, Shopware 6 was selected as the technical foundation to bring content, products, and store locations together in a single system. The platform enables consistent brand communication, simplifies the management of editorial content, and, with modern search and navigation features, ensures optimal user guidance.

The custom-developed blog extension is fully integrated into Shopware and provides space for stories about craftsmanship, indulgence, and regionality. In addition, the Doofinder search enables precise product selection, while the store locator with Google Maps integration offers quick orientation—on both mobile and desktop.

Scalable shop architecture & automated processes

Gilgen’s new online shop was implemented entirely on Shopware 6, providing a modern, scalable architecture as the foundation for future growth. All product and content data was migrated in a structured way into the new system and transferred into a high‑performance environment.

Automated inventory management

Thanks to the direct ERP integration, product, price, and stock data are synchronised automatically in real time. This minimises manual maintenance, ensures consistent information across all channels, and sustainably increases the efficiency of internal processes.

Der Gilgens Shopware 6 Onlineshop mit automatisiertem Warenwirtschaftssystem, eigens entwickelten Blogbereich und starken SEO-Inhalten.

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Content strategy & local integration

To strengthen brand communications, a custom blog section was implemented in Shopware 6. It brings together editorial content, seasonal campaigns, and stories from the bakery, creating a central hub for storytelling and SEO with a clear focus on craftsmanship, quality, and regional roots.

Store locator with Google Maps integration

In addition, the integrated store locator with Google Maps seamlessly links the online presence to the physical shops. Customers can quickly find the nearest branch and start navigation directly, significantly shortening the path from digital interaction to in‑store purchase.

Optimised product search & scalable extensions

The integration of Doofinder enables precise, typo‑tolerant product search – even across large assortments. Intelligent synonyms and ranking optimisation deliver relevant results quickly, enhance the user experience, and increase conversion rates.

Future‑proof enhancements in the B2C shop

Thanks to Shopware’s modular architecture, the system is already prepared for future enhancements. Planned features include a digital loyalty card to strengthen customer retention and a cake configurator for personalised orders – extensions that will further enrich the digital shopping experience in the bakery sector.

Integration der Doofinder Produktsuche, Standortsuche mit Google Maps und weitere Funktionen für eine ausgezeichnete User-Experience

OMNICHANNEL EXPERIENCE WITH A CONSISTENT DATA FOUNDATION

Results & added value

With the new Shopware 6 online shop, Gilgen’s now has a powerful, future‑proof platform for digital sales. By integrating Doofinder, the store locator, and a dedicated blog section, the shopping experience has been optimised across both online and in‑store touchpoints.

Customers benefit from fast, precise product search, simple navigation to nearby stores, and inspiring content that further strengthens the brand. The result is a seamless customer journey that builds strong loyalty and positions the brand successfully in the digital space.