ParmigianoReggiano
eCommerce ■ Experience Design ■ Experience Management
Index
The first multi-dairy shop moves to Shopify Plus
In July 2020, the Parmigiano Reggiano Cheese Consortium launched the first multi-dairy eCommerce site: a shop that today hosts more than 50 dairies and counting, giving end consumers the chance to learn about and choose their producers and buy from over 400 varieties of Parmigiano Reggiano, from heels to whole wheels, organized by aging, biodiversity, and tasting kits.
Over the years, the Consortium’s eCommerce business has grown considerably, expanding its presence both in Italy and abroad. To support this growth and lay the groundwork for further international expansion, in 2025 SpotView guided the Consortium through replatforming its B2C and B2B channels from Magento to Shopify Plus, a more scalable platform suited to the business’s evolution.
From Magento to Shopify Plus
The replatforming covered both stores, B2C and B2B, and required analysis and migration work that went beyond a simple platform switch.
SpotView redefined the scope based on the characteristics of the existing experience, identifying, for each feature, the right native Shopify Plus solution, third-party app, or custom development needed. The project also included migrating eCommerce data along with order and customer history.
Particular attention was paid to SEO migration: through redirects and the transfer of existing content, the move to the new platform was designed to protect indexing continuity and the authority the pages had built up over time.
A personalized experience for the end consumer
What makes the shop distinctive stems from the very nature of Parmigiano Reggiano: a single product with countless different expressions, shaped by the dairy, the aging, and the biodiversity.
That’s why the experience isn’t limited to purchasing. The shop guides users to discover the producers, their history, and the characteristics of the products, with content dedicated to the different aging periods and biodiversity.
Users with a favorite dairy can indicate it in their account area or during registration, personalizing their shopping experience by seeing that dairy’s products prioritized in listings. For the most loyal customers, there’s also a subscription option: customers can subscribe to a dairy and receive their selected Parmigiano Reggiano products at the frequency they choose.
From customer onboarding to post-sale communication
HubSpot supports the customer relationship across the different stages of the customer journey, from lead acquisition to post-purchase communications.
With the move to Shopify Plus, the integration was preserved through a dedicated connector, designed to replicate the HubSpot logic and properties already in place in the previous ecosystem and ensure continuity in data management and communications.
CRM activities make it possible to build communications tailored to different moments in the customer relationship, from product education to useful post-purchase information, such as how to store and pair Parmigiano Reggiano.
B2C and B2B on Shopify Plus
The project also includes a dedicated B2B channel for the Italian market, built around the specific needs of resellers.
Unlike the consumer store, the B2B area includes dedicated logic such as pricing reserved for Horeca resellers, visible only to users from companies whose registration has been approved, as well as specific content and sections, such as a page dedicated to bulk formats.
An updated interface, with accessibility in mind
The replatforming preserved continuity with the identity and structure of the previous experience, while also updating the interface based on findings from the accessibility audit.
We adapted the new frontend to the capabilities offered by Shopify Plus, updating it to incorporate the improvements identified during the analysis.
The Loyalty PRogram
The nurturing strategy also includes the shop’s Loyalty PRogram, developed to strengthen customer retention and build long-term value in the customer relationship.
The system moves beyond the traditional model of accumulating and redeeming points: benefits are instead based on the status reached according to purchasing habits.
With the move to Shopify Plus, the program is managed through segments and tagging systems: users are classified based on the amount they’ve purchased over the past 365 days and matched to the terms tied to their segment.
The shop brings Parmigiano Reggiano to tables around the world
The B2C shop is now live in Italy, France, Germany, Austria, the Netherlands, Belgium, Luxembourg, and Spain.
The platform delivers a multilingual experience in Italian, English, French, German, Dutch, and Spanish, with a specific configuration for Belgium in French and Dutch. Shopify Plus also makes it possible to vary pricing and terms by destination country.
The institutional website: product, territory and knowledge
The Consortium’s institutional website provides the user with a range of information related to the product with its guides, technical documents, recipes and all the news from the PR world: the reorganization of the structure has made it possible to group the multiple contents making them easy to use and to give the consumer the freedom to navigate through the sections of the site to learn about everything that constitutes the world of Parmigiano Reggiano.
In addition, thanks to the development of a special tool connected with the dairy registry, the user has the opportunity to book a visit to tourist dairies and witness the different stages of the birth of this extraordinary product.
A tool that takes care of animal welfare
SpotView has developed a web tool to monitor animal welfare: the tool is designed to facilitate the conduct of inspections at the Consortium’s farms, offering inspectors the ability to fill out, through the use of a tablet, checklists provided by the Client and report the data collected through the data visualization tool Google Data Studio, which groups and processes all the reports from hundreds of inspections per year.
Project
Farm Inspection Management
Technology
PHP, Laravel
Year
2019
Projects
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