Geuder - Shopify B2B Portfolio Website

Geuder AG develops high-precision surgical instruments and device systems for eye surgeons. Geuder AG has been combining traditional craftsmanship with technological progress for 70 years. This makes Geuder AG one of the world's leading full-service providers in ophthalmology.

As a B2B customer, Geuder has many products that were presented in a TYPO3 CMS. Until now, sales have been made exclusively via contact with the sales department. In the medium term, however, our customer would also like to make its products available to its customers via a B2B retailer platform. A rebranding of the brand was previously implemented, so that the appearance of the customer has also changed significantly.

The most important trade fair date of the year was just a few weeks away. Until then, the new brand had to be presented first and foremost. However, the large number of products, which were presented as very different information pages, could not be defined as saleable products in all variants for online sales in the short time available. A solution was therefore needed that could deal with the current product presentation situation. It was also important to avoid an interim solution that was only created for a short period of time and then thrown in the bin. At the same time, future online sales should be prepared.

Since Shopify OS2.0, it has been possible to create very flexible landing pages. It offers extensive options for implementing customised templates using content modules. It was therefore decided that all pages would be set up as individual presentation pages based on Shopify. News, events and press releases were easily implemented with the blog. The usual shop functionalities such as product catalogues, user account, shopping cart and checkout were hidden for the time being. Adapting the selected theme to the new corporate design primarily required programming in the front end. Many modules were expanded or new ones created, e.g. the precise assignment of an H1 per page (for SEO) and a module for an alternative view of the hero image with coloured headings on mobile devices (responsive web design).

Compared to traditional CMSs, Shopify has also been able to fully utilise its advantages as a fast and uncomplicated shop system. Compared to conventional CMSs such as TYPO3, WordPress or Webflow, there were hardly any compromises to be made. And thanks to the new Shopify “meta objects”, all special features could be implemented with customised solutions. Shopify's administration interface, on the other hand, beats even the highly praised Webflow in terms of clarity, convenience and flexibility (WordPress is overrated in this respect anyway and TYPO3 can't even compete in this category). Using a drag-and-drop editor with extensive content modules, editors were able to flexibly and individually insert the entire website from the original CMS into the new Shopify website within a short space of time.

Here is the link to Shopify's current CMS features, which are included with every shop right from the start: shopify.com/ecommerce-cms

Geuder was able to present the new brand on the Shopify website just in time for its most important trade fair. Shopify also scores surprisingly well as a pure CMS, which could be implemented in just a few weeks. We enabled many customisations in the front end and made the familiarisation process self-explanatory for editors. Customised CMS features could now be implemented natively thanks to the new meta objects. So there is a good reason why some websites without a sales channel are implemented with Shopify. Particularly when a scalable online sales platform is required as an outlook, the previous presentation website can be prepared very well with Shopify.