Smooth relaunch of the ROSSMANN online shop: A full success thanks to mgm
In hardly any other industry do customer needs change as quickly as in online retail. To ensure that ROSSMANN can continue to fulfil all its customers’ wishes, the company has decided to subject its digital shopping experience to a comprehensive relaunch. Together with mgm, the drugstore chain has placed its web presence on a new technical footing and thus created the prerequisites for being able to move successfully in the dynamic e-commerce environment in the future and also to position itself internationally in the World Wide Web.
From the new fragrance by Jean-Paul Gaultier to prams and pet food to the organic food range of the own brand enerBIO – ROSSMANN customers have been able to do their shopping in the drugstore digitally for years. During this long period of successful use, the company has secured a firm place in the everyday lives of its customers with its existing online shop. In order to meet the high demands of online customers even better and also to be able to realise international sales potential more strongly, ROSSMANN decided on an extensive shop relaunch.
Fit for the future through a modern IT landscape
The aim of the relaunch was to realign the architecture of the online shop in order to create a modern and flexible system landscape for the future. For this purpose, ROSSMANN decided to replace the previously used shop development with an online shop based on SAP Commerce (formerly SAP Hybris). The goals were to implement a responsive design that could be used for all devices and to ensure that the new online shop also had excellent performance for special promotions such as Black Friday. In addition, various means of payment from different payment service providers had to be connected and a new, improved search function with Apache Solr had to be introduced.
In addition to providing technical and specialist advice with regard to the new online shop, the underlying architecture and the integration of the SAP Commerce On Premises solution into the cloud, the mgm team was responsible for supporting ROSSMANN in the independent development of the new SAP Commerce during the project. The high quality requirements were ensured by quality assurance during development and integration and user acceptance tests. Thanks to the good cooperation, the relaunch, the associated migration and the knowledge transfer went smoothly. Already with the relaunch, the support cases in the shop checkout could be reduced and the performance of the shop could be greatly increased even on load-intensive advertising days. In addition, the usability and handling for mobile customers were optimised.
Successful project thanks to holistic solution from a single source
Fig.: Product offers in the ROSSMANN online shop
The relaunch not only relied on the technological know-how of mgm technology partners. The project was also supported by management consultants from mgm consulting partners, who advised on the technical orientation of the online shop and acted as scrum masters for the agile project procedure, as well as web application security specialists from mgm security partners.
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Founded in 1972, Dirk Rossmann GmbH is the second largest drugstore chain in Germany. The company has a total of 3,930 shops in seven European countries (Germany, Poland, Czech Republic, Hungary, Albania, Kosovo and Turkey). ROSSMANN employs approximately 56,000 people and generated sales of 9.46 billion euros in 2018.
CEO Sales and Marketing
“Our partner mgm helped us with in-depth e-commerce know-how and its SAP commerce experience. Thanks to this expertise, the relaunch of our online shop went completely smoothly.”