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10 Jun 2013

Dehner garden centre group launches new online shop with support from novomind

novomind iSHOP multi-channel commerce software implemented within only five months by Hamburg-based IT service provider, novomind

novomind technology to support Dehner’s growth strategy
Dehner, Europe’s largest garden centre group, has stepped up its sales activities by backing up its stationary outlets with its own online shop. Launched just in time for the garden season,, offers garden and animal lovers information about some 18,000 articles from the garden and pet sectors. Users can now order many Dehner products conveniently from the comfort of their own home. They can also find information about the products and their availability at the company’s more than 100 German garden centers or use the store search function to locate their nearest branch. 

Lead time of only five months
To realise this multi-channel project, Dehner chose the software from Hamburg-based technology leader novomind, whose eCommerce solution novomind iSHOP is suitable also for international expansion. dgroup, a digital service provider from Hamburg, was responsible for the overall project including eCommerce strategy development, concept development and operational implementation. The novomind project team needed only five months for the technical implementation of the online shop. The total project including concept development took seven-and-a-half months.

“One of the biggest challenges was that the new online shop was basically a greenfield project involving many different parties. That we managed to make it go live exactly as planned is not least attributable to a great team effort,” says Thomas Köhler, CTO of novomind.

The result: The customer only needs a mouse-click to see whether the nearby Dehner store has the desired article in stock. Referring customers to stationary stores is just one of the functions implemented. To effectively link the Dehner sales channels, all stores have been equipped with iPads, which allow Dehner staff to demonstrate different application scenarios to their customers, seek more detailed information or order alternative products in the online shop. Going forward, a “click & collect” function will also allow customers to order their products on the Internet and to later pick them up at the store.

Dehner intends to expand the online shop function and the online product range step by step. “Our aim is to transfer the strengths of Dehner’s stationary stores to the Internet and to meet customers’ changing purchasing and information requirements,” says Christoph Harlinghausen, Head of E-Commerce and Multichannel at Dehner.

Besides the novomind iSHOP software, the novomind iVIEW image and zoom server solution was also implemented to ensure reliable and swift delivery of product images, while the novomind iPIM PIM standard software is used for managing and enhancing product data. Based on the latest Internet technologies, the novomind iSHOP software realises state-of-the-art eCommerce concepts for high-performance online shops. It is characterised, among other things, by modern shop management and low operating costs. 

novomind AG: 
Since 1999 Hamburg-based novomind has been developing innovative eBusiness software solutions for the modern Internet world in four e-business segments: eCommerce (eShops and zoom server), PIM (Product Information Management), eMarketplace (marketplace integration) and eCommunication (solutions for contact and service centres). 

In each of these performance segments, novomind ranks among the technology leaders in Europe. The company covers the entire digital value chain of trade and electronic customer communications.

novomind provides eCommerce operators with comprehensive advisory services on the selection of suitable IT systems. provides eCommerce operators with comprehensive advisory services on the selection of suitable IT systems. novomind currently serves more than 80 companies, including C&A, frontlineshop, Der Club Bertelsmann, Ernsting’s family, OTTO in the e-commerce segment.

About Dehner:    
Over the past 65 years, the family-run Dehner company has grown to become Europe’s largest garden center group. Established in 1947 under the name of  “Dehner & Co. – Samenzucht – Samengroßhandel”, the company today operates 110 garden centers in Germany and Austria and employs over 5,000 people.  Among the garden center chains, Dehner is considered to be a quality supplier of flowers and plants.  While garden products are Dehner’s area of key expertise, the company’s strengths also lie in pets and pet supplies, wholesale of garden and pet products and agriculture. Dehner is headquartered in Rain am Lech, Bavaria/Germany. The market leader is managed by the third generation of the Weber family. This continuity is also reflected in the company’s philosophy: an entrepreneurial mindset geared to meeting today’s demands while maintaining the highest quality standards, combined with a commitment to sustainability as a responsible company attaching great importance to ecological behaviour standards. Dehner has won many prizes and awards in recognition of its commitment – in 2012, the company was named ”Service-Champion” in Germany’s largest customer service ranking.