Content commerce for innovative nutritional supplements

Stefano Viani


28 Oct 2019 e-Commerce Pimcore

Better Foods GmbH's mission is to establish natural, well-tolerated and environmentally friendly packaged food supplements that combine enjoyment and well-being. With LactoJoy, the Göttingen-based start-up has initially developed a lactase preparation that does not contain any chemical or animal additives. The range of natural food supplements is constantly being expanded under the Better Foods brand name.

Rapid market launch thanks to growth-driven design and Pimcore 5

To ensure that the innovative products, carefully developed in Germany, achieve visibility as quickly as possible after market launch, Blackbit implemented a web launch based on Pimcore using the growth-driven design method. After defining smart goals and buyer personas together with the Better Foods team, we developed a strategy and documented the requirements of the website in terms of design, functionality and content. This wish list was then sorted according to the importance of the individual features. Only the most relevant elements were implemented before the website went live for the first time.

Thanks to this agile approach, we were initially able to publish a Pimcore 5 website with information in Chinese for a trade fair appearance in Taiwan at short notice. German and English language versions, additional content, shop functionalities and the connection to the plentymarkets merchandise management system via a specially developed interface followed over the next few weeks.

The flexible open source framework Pimcore is ideal for growing together with Better Foods. This means that additional products, content and language variants can be added to the existing system in the future with little effort.

Die Pimcore Website von Better Foods lässt sich flexibel erweitern

Clever combination of content and commerce

It takes more than just a few key points on the product pages to properly present the novel nutritional supplements that require explanation. Visitors to the Pimcore shop are therefore given an emotional introduction to the topic via an integrated online magazine, an FAQ section and high-quality images. The modular structure of the Pimcore solution allows the editors at Better Foods to easily link product data and editorial content.

Discreet and multifunctional navigation

The layout of the online presence was created by the Viennese design agency Moodley, with whom we had already worked on the relaunch of the Viani webshop. The clear structure of the site and the photos of carefree, natural people perfectly convey the values of the young brand.

Another special feature: the site, which is optimised for mobile use, has a very understated yet multifunctional navigation bar. This only unfolds when you click on the navigation icon, which is located at the top right in the desktop view and always in the centre at the bottom of the screen on mobile devices. In addition to the website menu, the expanded bar also contains the language switcher, search, shop login, shopping basket and links to the social media sites - without appearing cluttered. When changing the subpage, the navigation collapses again so that it does not distract from the high-quality imagery and lovingly prepared texts.

mobile-optimierte Better Foods Website

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.