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6. September 2022

Relaunch of New online shop increases conversion rates

Digital Commerce
Portrait Daniela Köhler

by Daniela Köhler

Publications officer

Successful e-commerce strategy further expanded as fourth brand is migrated to central Hawesko platform / novomind iSHOP and novomind iPIM software package boosts conversion rates / More than 300 million data records moved each day for strong personalization depth

Hamburg, 6th September 2022 – The central digital commerce platform of Hawesko Holding AG (Hanseatisches Wein und Sekt Kontor) continues to grow as planned; in the context of the relaunch of, the fourth brand of the Hawesko Group has now moved to the multi-brand technology platform. The relaunch was implemented using a software package from Hamburg-based novomind AG, which is also charged with the implementation of the entire platform together with WineTech Commerce GmbH, the Hawesko Group’s e-commerce arm. The new shop is based on the integration of the powerful and coordinated novomind iSHOP and novomind iPIM software package – shop system and product information management ensure fast loading times and a centralised supply of the shop. They offer the flexibility and adaptability that are required for customised solutions to achieve the highest possible degree of personalisation.

Performance and personalisation services make conversion rates rise fast

For the relaunch of, the focus was placed on the targeted optimisation of the customer journey through increased personalisation. The range of subscription offers was expanded, as were the scope of specialised campaign pages as well as the expansion programs for customer retention and the new customer acquisition. Moreover, the existing iOS and Android apps were easily connected to the new novomind iSHOP system. “The relaunch is a huge success,” says Thorsten Hermelink, CEO of Hawesko Holding AG. “The conversion rate has risen noticeably as of day one, and we are seeing continuous growth.”

With a project duration of just under one year, the relaunch of benefited from three previous shop relaunches, as novomind had already successfully migrated (a specialist retailer for Spanish wines), (a well-established northern German wine merchant) and (a Swedish wine merchant) to the platform.

“Every new online shop shows that our platform concept is working in every respect. Each of the different brands benefits from the efficient processes of the central IT and software infrastructure as well as from the excellent cooperation of the developer teams,” says Thorsten Hermelink. This is putting the company well on track to becoming Germany’s central online wine trading platform. The precondition for this is the ever-increasing personalisation of products and services for maximum customer satisfaction.

“When relaunching and migrating the new shops, we pay close attention to continuing what is good and to effectively integrating what is new. The close teamwork between the WineTech Commerce developers and our novomind software experts bring together the best of both worlds,” explains Markus Rohmeyer, CPO of novomind.

Strong personalisation depth – more than 300 million data records per day atHawesko and Vinos

In terms of personal wine recommendations, and have now reached a new level, as the online shops offer their customers a personal recommendation management service that complies with data protection laws and goes far beyond the simple logic of conventional algorithms. Thus, not only variety and vine-related wines are recommended, but specifically those wines that are in line with the individual taste of the customer. The new personalisation feature includes numerous use cases to effectively target customers from the very first page view. The central technological element is the interaction between novomind iSHOP and the Hawesko and Vinos data warehouses; currently, more than 300 million data records are moved per day, and all the necessary information on customer accounts, orders and deliveries is permanently synchronised and thus always kept up to date. This is exclusively data from existing customers who have given their consent to their data being used for personalisation purposes. All necessary data protection regulations are fulfilled and are regularly reviewed and adhered to.

Going forward, this level of personalisation will be implemented individually in all Hawesko brand stores on the central digital commerce platform.

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