Project goals

The main goal was to develop a stable architecture to support the brand’s rapid rollout into the Swiss and German markets. We had to replace the existing, unreliable solutions with a system that would put data control in the hands of the marketing department:

• Lightning-fast time-to-market: Launching full integration of sales systems and processes in just six weeks.
• Eliminating technical debt: Replacing proprietary, hard-to-maintain Shopware connections with a standardized, stable integration.
• Data Integrity: Ensuring error-free, real-time synchronization of contact, product, and transaction data.
• Marketing Empowerment: Shortening the path from idea to campaign implementation by providing marketers with ready-made marketing automation (MA) scenarios without involving developers.

Challenges and solutions used

The biggest challenge was the time pressure combined with the need to rebuild the system’s foundations. Delica had its own solution connecting Shopware with the Emarsys system, which became an obstacle because it generated errors and required constant IT attention, hindering actual sales activities.

Instead of fixing the faulty mechanism, we adopted a Rescue mindset and implemented hmmh’s standard integration. This allowed the client’s developers to focus on product development rather than constantly patching unstable connections.

Thanks to the new architecture, we configured product feeds to natively support rollouts to new markets without the need to reconfigure the entire system. We ensured full multilingual support and data consistency, which was crucial for a rapid expansion from Switzerland into the German market.

The use of triggers in Shopware ensured that transactional messages and cart recovery mechanisms began working immediately and flawlessly. As a result, technology ceased to be a barrier and became a tool that supports conversion and builds CoffeeB customer loyalty in real time.

Implemented integrations 

We focused on streamlining data flow and putting tools in the hands of the business, eliminating technological barriers:

• Emarsys <> Shopware Integration (by hmmh): We replaced unreliable, custom connections with our standard solution. It ensures flawless real-time synchronization of customer, product, and transaction data.
• Hybrid Tracking: Combining server-side and client-side analytics allowed for a deep understanding of user behavior while maintaining full data privacy, which is critical in DACH markets.
• Automation and Triggers: We configured pre-built communication scenarios (e.g., abandoned cart recovery, availability notifications) that respond to customer actions immediately and without developer intervention.
• Dynamic profiles: Thanks to Emarsys’ flexible data structure, the Delica team can create precise personalization based on actual purchase history and user preferences.