Alnatura B2B Webshop Launch

We have implemented the launch of an online shop for B2B customers for food retailer Alnatura. The shop is aimed at large scale consumers and is the basis for further developments in the e-commerce strategy of Germany’s most popular food brand in the growing e-food market, Alnatura. For the implementation, the organic retailer sought a conceptually, technically and strategically well-versed partner and found it in us.

Rike-Jana Flösser, Project Manager, explains: “The shop offers Alnatura freedom of design, flexibility and targeted buyer contact. Insights from its use flow into the digitalisation strategy are validated and used accordingly for the B2C shop. The shop is based on the Sitecore Commerce platform and has been used for the first time in this form in the DACH region – and with great success.”

B2B shop forms the basis for B2C projects

Initially the B2B shop is accessible to a smaller number of B2B users who have the opportunity to make large bulk orders online. From this, preliminary conclusions can be drawn from the shop usage, which will be helpful for the subsequent expansion of the new website, including the B2C online shop.

During the implementation, Alnatura benefits from the experience of the ecx.io team which, as a Sitecore Platinum Implementation Partner, provides comprehensive know-how and is available as a full-service provider for strategic questions and requirements. In joint workshops with Alnatura, we developed a vision and various hypotheses. The testing of these hypotheses within the framework of user research is planned for a later stage of the project in order to evaluate the real user requirements.

Sitecore Commerce as a technical basis

The Sitecore backend of the online shop offers a great reduction in workload for the editors at Alnatura. It helps the user administration and order overview. In addition, several interfaces will be connected for data processing, including a PIM (Product Information Management) tool for managing product information as well as Digital Asset Management for storing digital content or the integration of payback. This creates a clean and scalable technical basis for the future development of the project.

About Alnatura: Alnatura has been selling organic products since 1984 and has been recognised several times in the industry for exceptional sustainability and employee leadership. In the 2016/17 financial year, Alnatura generated net sales of 770 million euro and employed almost 3,000 people, including 180 apprentices and students. In its Super Natur markets with 128 branches in 60 towns, Alnatura offers a full range of 6,000 organic products on an average sales area of 550m2, with preference given to regional producers, as well as organic textiles and natural cosmetics. 1,300 organic foods are offered under the Alnatura brand. Sustainability is also important in the design of the store. 100% of the raw materials come from organic production, preferably from Bioland, Demeter or Naturland. Alnatura’s trading partners offer the products in 14,000 branches in 13 countries. 1,000 Alnatura products are available online. Alnatura gets involved: For example, with the Alnatura Organic Farmers Initiative, a support programme for the financial support of farmers in the conversion from conventional to organic farming; supporting the seed fund of the Future Foundation for Agriculture since 2003; and the Mellifera bee association since 2008.

Alnatural is regularly honoured, for example as the “most popular food brand in Germany”, with the German Sustainability Award and the German CSR (corporate social responsibility) Award. In 2014, Alnatura was named the Best Employer in Germany by Focus magazine.