Historically, the house has been the first address in South Tyrol when it comes to exclusivity, quality, and excellent customer service in fashion.

This house's commitment to quality and aesthetics should be reflected in a new online shop. On Shopware 6, teamblau developed Oberrauch Zitt's online store with special attention to a highly individualized template. High-quality design, user-friendliness, Mobile-First approach and the use of artificial intelligence run like a red thread through the entire project

What distinguishes the project in detail?

A personalized user interface thought out by our designers with attention to detail and implemented by the front-end developers, emphasizing the elegant touch of the shop. 

For process optimization within the shop management of Oberrauch Zitt, teamblau has developed a special plugin that extracts the dominant colors from the main image of each product and stores these color(s) as a product property. With this color recognition, products are automatically filterable by color for the user after uploading product images - a task that previously required 2-3 weeks of manual editorial work for at least 4 collections a year. Thanks to the automatic conversion of images to the optimized WebP format (generation of all thumbnails in WebP), images are delivered and displayed faster - at the same time, the images are technically and size-wise (responsive images) optimally delivered for the device used (phone, desktop, …). 

A technical onpage SEO optimization also includes lazy loading, critical path CSS, page speed optimization, and the possibility – using an add-on developed by teamblau – to fully SEO optimize the headings of the various pages. 

But this is not the exhaustive list of special features: a gender select logic on the homepage allows adapting the shop and the displayed products of the respective brands by selecting the 'Gender' category on the homepage; using the Shopware experience worlds, content about the history of the fashion house, the branches, and personalized services (e.g. personal shopping) can be ideally presented in addition to the products. The product detail pages are enriched with additional marketing information following the direct import of images and key information from the company's ERP system. The translation of content into the respective other language (German or Italian) is also done via an automated AI tool.

All these measures are designed to give the user a similarly pleasant and welcoming shopping experience as they know from the physical stores. The interplay between online and offline creates entirely new synergies for promotions, value-added campaigns, and personalized customer approaches - with the right offers for the right target group at the right time in the right place.

In addition, teamblau supports Oberrauch Zitt in the area of online marketing. In addition to the already existing marketplace connection, various types of paid ads - such as Google Shopping and Meta Dynamic Ads - were conceived and created for the first time in-house, and the first steps towards content search engine optimization (SEO) of the online shop were made. The agency's experts formed an agile, functioning team with Oberrauch Zitt's online editors. The customer is slowly being brought to the necessary competence, and the agency's online marketing experts provide support in specific performance areas. 

Online marketing is also complemented by a new newsletter system with a personalized template on the CleverReach platform. The first newsletters after going online were created together with the fashion house team.

• Consistent and technically sophisticated online expansion of the offline shopping experience of the Oberrauch Zitt brand
• A personalized and comfortable web experience through gender switch and AI color filter
• Renewal of all previously existing interfaces between data sources and online shop