Founded in 1916, the Bertani family company excels in distributing leading brands of plumbing systems, products leveraging renewable resources, and solutions geared toward energy efficiency. Their catalog encompasses various offerings, including furniture, bathroom furnishings, lighting, and coatings. While their base is in Reggio Emilia, their reach extends across Italy and onto the international stage.
Thanks to strong and unique relationships, Bertani offers its customers a selection of the top brands in the Italian and European markets, known for their technology, design, and green credentials. The most renowned brands include Boffi, Agape, Rimadesio, Antonio Lupi, and Jacuzzi. Bertani also provides various services to individuals, professionals, and contractors, from design advice to after-sales support, ensuring the correct setup of the systems they recommend.
The approach to the project was all-encompassing. It began with an initial evaluation of the current situation and a detailed understanding of the company’s business model, leading to a focused solution based on the goals identified. Webgriffe’s united efforts covered all digital channels important to the B2C and B2B customer groups identified. This included a total makeover of the website’s institutional sections and the redesign and expansion of the eCommerce platform.
“The objectives highlighted together with the Bertani board have been clear from the outset: effectively segment the value proposition of the technical and aesthetic Business Units, position the company correctly for a high-end B2C and B2B target, and foster new business relationships with retailers, contractors, and professionals worldwide, leveraging the competitiveness in prices ensured by the strong purchasing power on top-tier brands”
Quote Tiziano Marchetti – Webgriffe Communication Strategist
Bertani’s online presence required a complete overhaul. The outdated, custom platform had minimal eCommerce capabilities, and its storytelling needed to be aligned with the company’s value proposition. Webgriffe responded by designing a new digital ecosystem centered around Sylius. This choice was made due to Sylius’s simplicity and the extensive freedom it offers for customization. As a result, features tailored explicitly to Bertani’s business processes were developed, with a UI/UX design that supports various customer journeys. Integration with Akeneo PIM for product data management, Mailchimp for email marketing and marketing automation, and Livechat Inc. for real-time chat and customer care during checkout was achieved. Additionally, the site benefits from the headless CMS Contentful and its CDN, enabling efficient content management across different site areas. Enhanced search and filtering capabilities within the product catalog were made possible through ElasticSearch.
The integration needs are met by a wide range of plugins developed directly by Webgriffe and available at their Sylius store: