The Jägermeister family firm was founded in 1878 and has deep regional roots. Mast-Jägermeister SE is one of the most recognised liqueurs sold worldwide and continues to combine tradition with innovative marketing. This can also be seen in the new corporate design, which wraps the cult liqueur in a new green, gold and orange guise.
Launched in November, the online shop perfectly embodies the new design and refreshed brand image. The new website shop.jaegermeister.de is aimed at both B2B and B2C customers.
Jägermeister has had an online shop since 2002. As part of the revamped brand image, which has been supported by the "Super Cool -18°C" campaign since the summer of 2018, the website was also optimised. This included the selection of a new shop system to meet the special requirements.
The aim of the project was to offer B2C customers a contemporary shop that could withstand modular expansion while offering a wide range of features for promotion and customisation. In the B2B area, it was important to create a basis for future digital market development.
Dominik Müller, eCommerce manager at Jägermeister, explains the decision in favour of Shopware: "We were impressed by the functions made available with Shopping Worlds, the modular structure, and the available documentation. In addition, we prefer to work with companies with regional roots."
The revamped online shop features five categories of products that are sure to make the heart of any Jägermeister fan skip a beat. Next to the bottles of the cult liqueur, customers can purchase glasses, signature dispensers and branded clothing.
With its new website, Jägermeister attaches particular importance to bold brand presentation. With the help of Shopware Shopping Worlds, customers are guided through the shop with atmospheric pictures in the new design. The "Supercool -18°C" campaign is also reflected here; all Jägermeister bottles are pictured in an icy look and take the visitor on a journey that appeals to the senses.
The new super-premium herbal liqueur, Jägermeister Manifest, is also presented in a separate category through the use of Shopping Worlds. This is kept in a simple look and radiates the elegant notes of the liqueur. The refreshed brand image, which runs like a thread through the shop and Shopping Worlds, is intended to reach a younger target group.
"After a short period of familiarisation with the functionalities and the scope, the Shopping Worlds were created quickly and easily. Thanks to its flexible usability and responsive design, it is the best tool from Shopware for us," explains Dominik Müller.
In addition to the Shopping Worlds, Jägermeister relies on Shopware’s Premium Plugins. Promotions can be created and planned with the Advanced Promotion Suite at the touch of a button. In this way, successful campaigns are regularly run in the Jägermeister shop. The products marketed with the Advanced Promotion Suite are among the main revenue earners.
The possibilities for customisation were an important requirement of the Jägermeister relaunch.
Liqueur bottles can be selected from three templates, which are engraved with personalised lettering and simultaneously displayed live as a preview image. This feature imposed special demands on the shop system, which we were able to meet with the Premium Plugin Custom Products.
The right partner The project was implemented by the certified Shopware Enterprise Partner Neofonie. Thanks to the strong cooperation of all three parties, the relaunch was carried out in only six months. Thanks to many years of experience as a Shopware partner, Neofonie was able to tailor the software and particular plugins to the client’s requirements. Dominik Müller draws a positive conclusion from the project: "Working together with a certified partner agency – which we had deliberately decided to do – meant everything went smoothly. The deadline was met and we are completely satisfied. We will continue to collaborate on the Shopware shop in the coming years."
Since relaunching with Shopware, several corporate key figures have significantly improved. The average shopping basket value has increased by 45%. This is due to higher quality items that were incorporated through the use of Shopware. Particularly noteworthy is the 120% increase in sales in a short comparative period of one month.
Expanding to other European countries is planned, but due to the fact that Jägermeister sells alcohol, this largely depends on EU law. A clear focus for the future is the expansion of the B2B shop. With the help of the B2B Suite, digital market processing for field staff and restaurateurs is to be created directly. In the course of this, multichannel interfaces are planned, as well as the expansion to off-trade points of sale, such as supermarkets, and on-trade outlets such as bars.