Rigoni di Asiago
eCommerce ■ Experience Design ■ Experience Management
A digital environment connecting brand, content, and the shopping experience
Rigoni di Asiago is one of Italy’s leading organic food brands, with an international presence and a digital project that brings together editorial content, an online store, and a loyalty program.
As touchpoints and online activities grew, the need emerged for a more integrated, cohesive experience—one that connects products, storytelling, and community within a single environment.
The goal was to build a platform where navigation between content, recipes, the loyalty program, and eCommerce felt natural and seamless, always keeping the brand and products at the center of the experience.
A project uniting content, commerce, and loyalty
A project uniting content, commerce, and loyalty
The project brought together very different editorial, commercial, and technological needs.
It required valuing existing content—recipes, news, brand content, and the loyalty program—while building a more harmonious browsing experience between brand discovery and product purchase.
The platform also needed to support:
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multilingual management of the portal (Italian, English, French, and Dutch);
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SEO and eCommerce data migration, ensuring operational continuity;
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integration of dedicated tools for marketing automation, customer care, analytics, and compliance;
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a UX capable of showcasing storytelling, loyalty, and the purchase experience within the same navigation flow.
A new UX for smoother navigation
SpotView managed the complete replatforming of the new digital project on Shopify Advanced, centralizing the corporate website, online store, and community into a single environment.
The work covered UX/UI architecture design, eCommerce front-end configuration, and the definition of navigation flows, with strong attention to continuity in the user experience.
The new portal guides users through editorial content, products, recipes, and the “Biollini” loyalty program within a single, cohesive journey.
We also placed strong emphasis on design and the visual presentation of content, with a more dynamic interface and a structure designed to give equal space to both the editorial and commercial components.
Shopify as the technology foundation
The choice of Shopify made it possible to manage content, eCommerce, loyalty, and third-party integrations within the same platform, maintaining a structure that is flexible, scalable, and easier to administer.
From a technology standpoint, the project includes:
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integration with Klaviyo for newsletters and marketing automation;
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integration with Zendesk for customer service;
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GA4 and GTM configuration for advanced tracking;
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implementation of Iubenda for GDPR and cookie compliance;
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integration of the accessiBe widget for site accessibility.
The platform was also designed to support the brand’s international growth, thanks to multilingual management and a structure ready to accommodate future functional developments and marketing initiatives.
Results
Rigoni di Asiago’s new digital environment now delivers a more cohesive, fluid, and integrated experience, bringing content, loyalty, and eCommerce together within the same platform.
Navigation guides users naturally between products, recipes, news, and community, elevating both the brand and its commercial dimension at once.
The adoption of Shopify Advanced has also created a more centralized, scalable structure—ready to support the project’s international growth and future marketing, customer engagement, and content management activities.
Projects
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