Novissa relaunches online store for B2C expansion

Novissa: Twenty years as the leading supplier of premium household appliances

With a rich legacy spanning over two decades, Novissa AG has cemented its position as a premier general importer of household appliances for both indoor and outdoor cooking in Switzerland. Renowned for its association with esteemed brands such as KitchenAid, Novis, and The Bastard, Novissa is headquartered near the picturesque Bielersee and boasts a dedicated service center and showroom within Switzerland. In addition to this physical presence, Novissa extends its reach through an online shop, offering a broad range of products alongside repair services to its clientele.

The transition challenge

Novissa.ch, despite being built on the robust platform of Shopware 6, faced a significant branding challenge in the consumer sector (B2C). For over two decades, Novissa AG had cultivated its presence exclusively within the B2B landscape. This history left its online storefront feeling more like a digital showcase rather than an engaging, fully-operational ecommerce site, thereby hampering the deployment of effective growth strategies for a broader market reach. In response to this predicament, Novissa embarked on an ambitious overhaul of its online presence. The revitalization aimed not just to bridge the gap into the B2C market but also to ensure the new online store was technically impeccable and fully primed for an array of MarTech initiatives. Adding to the urgency, the launch was scheduled ahead of Black Friday 2023, providing a tight timeline of merely five months for Novissa and its collaborators to transform this vision into reality.

How Shopware 6 fueled Novissa's MarTech growth ambitions

In the development of the new Novissa online shop, the company forged a close partnership with the design agency Brandpulse and the MarTech consulting expertise of webwirkung. Aimed at unlocking the online shop's full potential in the digital marketing realm, several pivotal enhancements were made:

Streamlining sales channels management with Shopware Feeds

Leveraging Shopware 6's capabilities, Novissa adeptly integrated and managed various sales channels through an intuitive dashboard. This enabled staff to access the shop's entire product database seamlessly and generate product feeds for marketplaces like Google Merchant Center at the touch of a button, all without the need for additional plugins. Furthermore, Shopware Feeds allows for the customization of generation intervals for each feed, enhancing operational flexibility.

Integrating GA4 code and Google Looker Studio

Thanks to Shopware 6's native Google Analytics integration, all pertinent ecommerce events are automatically distributed, streamlining the setup of Google Analytics 4 with advanced ecommerce tracking capabilities without the need for additional plugins. Moreover, separate G-Tags can be utilized for each sales channel to monitor shop data accurately.For in-depth data analysis, a connector between Shopware 6 and Google Looker Studio was developed, allowing Novissa to scrutinize sales figures and expedite the export of crucial data efficiently. This integration provides a powerful toolset for optimizing online performance and achieving strategic growth objectives in the competitive digital marketplace.

Novissa 2.0: A triumph in visibility, conversions, and revenue growth

Within 8 months following its strategic overhaul, Novissa has marked remarkable achievements. The relaunch has not only tripled the SISTRIX visibility index from 0.29 to a formidable 0.94 but has also witnessed twice as many visitors compared to the outset of the project. Furthermore, the average shopping cart value escalated from 253 CHF to an impressive 355 CHF. This surge in consumer engagement has significantly boosted conversions, climbing from 1.1% to 1.5%, propelling a substantial 25% increase in revenue in the go-live quarter.

Novissa's forward march with Shopware 6: Envisioning the future

Leveraging the power of Shopware 6, Novissa has successfully launched an innovative online storefront, marking a significant stride in penetrating the B2C market while laying the groundwork for enduring growth strategies. Yet, the quest for excellence continues unabated. Among the strategic advancements under consideration is the transition to Shopware Evolve, aimed at supercharging the shop with an array of cutting-edge enhancements:

• Introducing CMS rules and the Rule Builder for crafting personalized content experiences

• Implementing a Publisher feature to ensure a transparent log of activities

• Deploying an AI Copilot for refining image ALT texts, elevating SEO

  performance

• Enhancing the search functionality for pinpoint accuracy in product

  indexing.

• Launching a Form Builder that allows for intuitive, drag-and-drop creation of custom forms

• Expanding B2B components to enrich the B2B platform with the capability for multiple logins per client

In addition, a comprehensive review is underway to assess the potential redesign of the shop's B2B platform, with a focus on optimizing its functionality and user experience.