Case Study - Opti-Wohnwelt.de

We created a headless e-commerce solution using Magento 2 and Next.js for a major furniture retailer in Germany.

Client
Opti-Wohnwelt Föst GmbH & Co. KG
Year

The Client

Opti-Wohnwelt is a well-known German furniture retailer brand with a long history.

It employs over 1,100 people and operates 17 retail furniture stores throughout Germany, with over €140M in sales.

In 2016, they asked us to migrate their online store from their old Magento 1 store to Magento 2, thus starting a long and successful partnership.

In 2023, they decided it was time to relaunch their website. Their goals are to add many new features and increase performance.

The Challange

After a few years of a successful ongoing partnership with Opti-Wohnwelt, we have built a solid PWA (Progressive Web App) experience for their customers.

The main challenge was to increase performance further while adding many new features and aiming for a mobile-first user experience.

Another challenge was utilising Magento 2's MSI (Multi-Source Inventory) and connecting it to the existing ERP they use in their physical stores. That way, promotions, customer loyalty programs, pricing, stock, and products will be synced between their stores and the website.

The Solution

We started the project by visiting Opti's offices in Schweinfurt, Germany, for a discovery and technology workshop. 

Over the next few days, we established the project objectives and got all the stakeholders on the same page. At this stage, we made an action plan and time frame for the project.

Choosing the right technology and architecture is critical for a big project like this. A few years ago, we moved to a headless setup with the PWA (Progressive Web App) we built. We were already taking advantage of the headless e-commerce benefits, so we decided to continue in the same way.

In this case, we decided on NextJs as a front-end framework. The caching capabilities and server-side rendering (SSR) approach will ensure optimal performance. NextJs will serve static pages while keeping some key elements (pricing, inventory, and more) dynamic.

After an extensive UX audit, we started working on the design. At this stage, we worked closely with all stakeholders to meet their needs and make changes if needed.

At the same time, the development team expanded Magento's GraphQl API to support all the new custom features and extensions we had developed. One significant extension we developed is the ERP connector, which syncs all prices, inventory, promotions, and more.

Key feature

Custom checkout

GraphQL based checkout developed with Next.js

We developed a custom checkout using NextJs. It fully supports Magento's MSI (Multi-Source Inventory) and In-Store Pickup. All this is synced live with the inventory in all physical stores via our custom ERP integration.

Key Feature

Ai Product Recommendations

Using AI, we can find and recommend visually similar products to customers using image recognition. We built this solution in-house so our client could avoid the monthly subscription costs for comparable services, which can be significant based on the number of products.

Key feature

Custom content

Alongside the usual e-commerce features, we developed custom content types such as Blogs, Store Location detail pages, Restaurant pages, Leaflets, an Appointment booking system, and many more.

Results

We are currently working with Opti-Wohnwelt to expand the functionality and improve the project daily. Being maintenance or new features, we are there to support our partner.

As a result of our partnership, we have rolled out two more websites managed in the same backend instance and utilised most of the features. By utilizing the existing backend and features, the client can drastically cut down on development costs for any new project.

What we did?