Headless content commerce for the future of retail for Denner

valantic Austria consolidated a wide range of data sources – including POS, product, inventory, and pricing data – into a scalable data model within Pimcore. This centralized model enables transparent distribution of information across all digital channels. Using a modern headless architecture, denner.ch and the wine shop were seamlessly merged, significantly increasing flexibility and speed in content management. The infrastructure was deployed on a Kubernetes cluster (Azure AKS), while the ERP system was migrated to SAP in parallel. In close collaboration with a 20-person project team, valantic also implemented a complex, multi-system cancellation and refund process during a series of integration sessions.

• Headless data integration: reusable APIs and fast website performance
• Centralized data management: product data unified in Pimcore and easily scalable across new channels (e.g., B2B, B2C)
• System landscape integration: more than 30 systems and APIs integrated, incl. SAP, Detailnet, Migros Single-Sign-On & customer synchronization, enterprise and marketing tools
• Advanced cancellation and return process, incl. payment refunds and delivery management
• Personalized search: product recommendations powered by Prediggo
• Scalable infrastructure: state-of-the-art Pimcore Kubernetes hosting

Denner AG is Switzerland’s leading discount retailer, operating over 870 stores with approximately 6,400 employees. As a member of the Migros Group, Denner offers a wide selection of food and beverages at affordable prices, with a strong focus on promotional sales. The Denner wine shop is particularly well-regarded across Switzerland, known for its extensive product range and reliable delivery service – and is actively promoted as a key part of the brand’s portfolio.

The project began with intensive on-site workshops and was shaped by close coordination and regular steering calls. New requirements were integrated flexibly throughout the project, even as the new ERP system (SAP) was introduced in parallel.

Key success factors included open communication, valantic Austria’s strong technological expertise, seamless marketing integration, and effective collaboration across a wide range of stakeholders. The deep domain knowledge of experts from Denner and Migros was fully leveraged, and a successful co-development setup with Denner’s internal developers ensured an agile and collaborative implementation process.

The primary objective was to merge denner.ch and the wine shop into a single, scalable platform. Pimcore was used to build a consolidated data model that enables centralized, multi-channel management and greatly simplifies content maintenance – updates are reflected in real time. A modern design now unifies promotional content and the wine shop into a seamless user experience. A co-development setup further supported agile, joint development efforts.

The long-term vision: to establish Pimcore as Denner’s central product and data hub (PIM/MDM, DXP), enabling future expansion to additional shops and product ranges and securing Denner’s digital leadership well into the future.

• Project duration: 1.5 years
• On-time go-live despite the parallel rollout of SAP ERP
• Security audit passed in accordance with strict MSI specifications
• Performance and stress testing: system withstands heavy user load
• Fast response times
• Integrations audit: OIDC login and checkout processes fully approved
• Automated refund and chargeback processes implemented successfully

The close collaboration between valantic Austria and Denner demonstrates how digital transformation can succeed in a fast-paced, complex environment. By merging the website and wine shop, a modern and scalable platform was created, combining technological excellence with an exceptional user experience.

Following the rollout, Denner’s developers became actively involved in ongoing development. A collaborative setup was established, with workflows adapted to support co-development. Future enhancements are already underway and are being continuously aligned between both teams.