The client

Since Eduard Breuninger opened his small enterprise in 1881, it has developed into the Fashion- und Lifestyle Company Breuninger. With its 10 branches and over 4,300 employees, Breuninger is setting the highest standards when it comes to service, shopping experience and trend safety.
Breuninger consequently demands high standards for all his activities. Both in the Stuttgart flagship store stretching over 35,000 square meters, as well as in nine further branches fashion, shoes, accessories, perfumery, sport and decorative home articles present themselves in the exclusive flair of the unique “Breuninger World”.

The task

In order to be able to serve a broader customer base, initially in German speaking countries such as Germany, Austria and Switzerland and to explore the possibilities of the internet as a sales channel, the brief was to implement a high-performance online shop, which would not only permit efficient order management handling but also meet demanding customer requirements.
communicode was charged with the task to assume the entire project management for the client: conception, the subsequent implementation of the online shop as well as the later linkage to the existing ERP system were realized by communicode. Apart from the linkage of the internal systems for master and product data, it was a particular challenge to implement the Look & Feel of the online shop in such a way, that it would conform to the quality and value of the products offered.

The implementation

Within the scope of the project, communicode assumed the technical conception and implementation of the Breuninger online shop. Apart from pure product information, other media such as product photos and commercial videos for usage in the shop system were also included. The special advantages of the Breuninger Card, Germany’s oldest store card were also added to the online medium and implemented as a personalized function in the area “My Breuninger“.

The details

The online shop system was realised on the basis of the hybris Commerce Suite 3.1. The storefront thereby acts as the link between web customer and the hybris system and assumes the online presentation of dynamic contents as well as the handling of the entire order process. communicode used JSF (Java Server Faces) as the application framework, on the basis of which it was possible to guarantee the strict separation of form and content as well as their various displays and compositions (MVC2).  The payment management is processed via the interfaces of the payment provider Telecash. As a result, the customer using the online shop has the option to choose between various modes of payment such as credit card, direct debit and the Breuninger store card. Another highlight of the shop is the direct link to the flagship store: if an exclusive product has been sold at the department store, the changed stock will immediately reported and displayed in the online shop.

Contact

E. Breuninger GmbH & Co.
Marktstrasse 1-3
70173 Stuttgart
www.breuninger.com