One platform – multiple markets and brands

In 2018, Hørkram launched a new e-commerce solution, which is now one of Denmark’s largest. The platform generates DKK 4.9 billion, accounts for 94% of total revenue, and continues to set sales records. Since its launch, it has been significantly expanded with supplier advertising and a high-performing sales engine.

Parent company CITTI recognised the great potential in Hørkram’s solution and wanted to relaunch CHEFS CULINAR’s e-commerce platform using the same technical setup. The relaunch aimed to modernise the digital presence, boost revenue and online sales, and enhance the user experience with a new design, improved search, and tools to manage offers, campaigns, and upselling.

Chefs Culinars new e-commerce platform runs on the same technical setup as Hørkram – a Sitecore solution sharing the same codebase and servers, but allowing for differentiated integrations, features, and design. By consolidating all CITTI group webshops on a single platform, rollouts to new markets are fast and efficient. Chefs Culinar has launched the new webshop in Germany, Poland, and the Netherlands, with Austria scheduled to join by the end of 2020, alongside its sub-brand, Join the Pool.

In addition to migrating a highly complex solution to a new platform, the goal is to capture a larger share of revenue online. A new, user-friendly design helps achieve this. Initially, the focus has been on building the solution with the core features customers need and creating the simplest possible order flow.

The solution is complex, containing thousands of SKUs and customers, each with individual assortments, prices, and discount agreements. On top of this, customers have varying delivery times and the option to create multiple baskets with different delivery dates. All these functionalities support a diverse customer base with unique needs and buying patterns.

Like Hørkram, Chefs Culinar plans to use a campaign module to manage supplier advertising, including banner displays and promotion of products, offers, and news on relevant product pages and search results. The solution will also be enhanced with sales-boosting features such as segmented offers, highlighting new or alternative product groups, and displaying alternative products. Even smaller optimisations like these can significantly increase overall revenue.

Vertica has handled everything from system design to graphic design, usability, and the technical development and implementation of Chefs Culinar’s e-commerce solution.