B2B Sales: EDEKA Foodservice launches new Website.

Tradition meets innovation: Modern Magnolia website created by Tallence

Highlights, Tech // Mar 14, 2021

Grafische Darstellung von einem Menschen mit Einkaufswagen

In February 2021, the new EDEKA Foodservice website based on CMS Magnolia was launched by Tallence. The focus of the redesign was on simplifying and streamlining the existing information architecture as well as creating a consistent user experience across all presences that puts the user first and offers low-threshold access to the comprehensive content offering on all devices.

On the new website, B2B customers have the opportunity, for example, to obtain current promotions and offers, fresh product range concepts and important food information fully online and thus browse the entire range of services offered by EDEKA Foodservice. Among the features implemented by Tallence was a custom product data import of food information that allows a variety of data to be uploaded to the site independently, or the integration of a new state-of-the-art consent management tool.

The concept for the custom website design was created by EDEKA Foodservice's UX/UI professionals with support from Tallence experts. Particular emphasis was placed on the clarity of the information and the product ranges. On the new website, customers can expect, among other things, a modern presentation of exciting product range concepts and an intuitive store search function that allows users to discover the nearest C+C stores in their area and local offers on an interactive map.

In addition to many standard functionalities such as the cross-content creation of landing pages, informative and timed product teasers as well as newsletter registration, the backend was customized according to the requirements through several adaptations developed by Tallence. Due to Tallence's high quality standards, the usual update paths of the base system are maintained.

"With the relaunch of our website, we at EDEKA Foodservice have reached a technical and visual milestone. We had an incredible amount of fun working with Tallence throughout all phases of the project. The project teams harmonized excellently and we are more than satisfied with the new "digital face" of EDEKA Foodservice. We look forward to further cooperation with Tallence and especially to continuously optimizing our online presence."

Melanie Steinsiek / Head of Marketing & Communication

Tallence meets the challenge: flexibility, resilience, compliance and scalability

With the newly created modular design kit, the EDEKA Foodservice web team now has a tool that allows them to optimally present the various contents thanks to a wide selection of different content, access and navigation elements and to publish new pages quickly, intuitively and in a time-saving manner. The new content management system Magnolia with its extensive integration options has created the basis for future digitization projects.

The website relaunch was the first joint project between EDEKA Foodservice and Tallence. EDEKA Foodservice is a wholesaler, service provider and consulting partner for customers from the catering and hotel industry, community catering and specialized trade. The wholesaler's wide-ranging food and non-food assortment extends from national brand-name products to regional specialties and is available to commercial customers in more than 70 C+C cash-and-carry markets as well as via a Germany-wide delivery service. To overcome the technological obstacle of a website relaunch with a new CMS, Tallence was consulted by EDEKA Foodservice. As part of the project, both a redesign of the website and a comprehensive revision of the underlying architecture were implemented.

Article by: Christina Nöhrnberg, Dr. Hans-Werner Sehring