HALLHUBER shoprelaunch based on Magento 2

– Customer Success Storywww.hallhuber.com 1
www.hallhuber.com
HALLHUBER GMBH –
CUSTOMER SUCCESS STORY

Project description
HALLHUBER GmbH is a Munich-based fashion company with
over 400 PoS in Germany and seven other countries. HALLHU-
BER presents its customers a range of high quality and current
fashion trends at an attractive price in a pleasantly modern
shopping environment.
HALLHUBER offers fashion enthusiasts a unique selection of
clothing, accessories, bags and shoes to create an individual
look.
Like many other companies, HALLHUBER was faced with the
great challenge of raising an e-commerce system that had
grown over the years and was already functioning very well to
a new level, thus laying the foundation for further growth and
corresponding future security.
The change from Magento 1 to Magento 2, which is connec-
ted with a large number of innovations and technical inven-
tions, should offer the HALLHUBER customers a new shopping
experience in the future. In addition, the employees are to be
given even more flexibility and possibilities for an optimal pre-
sentation of the products. Customers are enabled to shop as
seamlessly and quickly as possible across all relevant touch
points. They can also pick up the products directly at the PoS
using the Click&Collect option.
A cloud infrastructure based on Amazon Web Services (AWS)
with auto-scaling and other special features will ensure suf-
ficient performance in the future to offer a completely pleasant
shopping experience even in peak scenarios.
The biggest challenge in this project was the enormous com-
plexity due to a multitude of required functionalities, the large
number of third-party systems that had to be connected to
the system, and the migration of a large amount of customer
data. Until the launch of the online shop, a great number of
very comprehensive modules were implemented especially for
HALLHUBER.
hallhuber.com

Result
Successful migration to a Magento 2 instance
Smooth GoLive of the new platform
With the newly developed ProcessPipelines module
processes such as data imports can be monitored
Improved performance and conversion rate
Solutions
Magento 2 installation with extensive customizing
Connection of the OMS & PIM Tradebyte TB.One via
specially developed interfaces
Development of numerous individual modules to best
meet the requirements of HALLHUBER
Checkout with the Click&Collect option
Development of a special migration concept for the
smooth transfer of existing data
Relocation of infrastructure to the Amazon Cloud
Infrastructure (AWS)
Integration of PAYONE as a payment service provider
Requirements
Development of an online shop based on Magento 2
Migration of existing data from Magento 1 to Magento 2
Comprehensive content management options through
maintainable landing pages and theme worlds
Integration of Omni-Channel functionalities
(Click & Collect)
Integration or connection of existing third-party systems
(ERP, PIM, newsletter, customer card, E-Gift Card, DHL
Track & Trace etc.)
Sustainable and scalable cloud infrastructure
Connection of the most common payment options via
existing payment service providers
Special requirements for shopping cart & checkout with
comprehensive mobile optimizations

KatalogseiteStartseite
Shopping experience

WarenkorbProduktdetailseite

Shopping experience (mobile)

Click&Collect
Filialfinder Zahlarten

For the HALLHUBER project we developed a completely new and independent tradebyte inter-
face based on our open source M2 import framework (M2IF).The interface between TB.One and
Magento 2 consists of two components. This is a data reconciliation between the two systems.
In TB.One, each sales channel is represented by its own channel, which means that all countries
supported by the online shop are represented by their own channel.
The fundamental challenge was to merge the data from various channels. The data records
of the individual channels must be identified and aggregated on the basis of a few common
values. The two different data worlds of TB.One and Magento are thus brought into harmony.
TB.One – PIM Interface
Über die Schnittstelle werden Produktdaten,Attribute sowie Bilder basierend auf den Daten
in TB.One in Magento erzeugt.
PIM
Product
Information
Management
Product Data Job Data
OMS
Order
Management
System
In the context of the interface, we speak here of a data interpretation, since the information
provided by TB.One is aggregated by this layer to equivalent data sets of Magento and mixed
with already known data sets. This interpretation layer makes it possible to react flexibly to the
different initial scenarios during the import. In this way it is possible to import from individual
channels (e.g. update of a single language) or from all channels simultaneously (e.g. update of
all languages). If required, only parts of the catalog (delta import) as well as the entire catalog
(full import) can be updated.
All imports are also visualized and logged via the backend. This requirement could be met by
means of the so-called process pipelines.
TB.One – OMS Interface
Dabei werden Bestellungen zu TB.One übertragen, sowie Rechnungen, Gutschriften und
Stornos wieder in Magento importiert.
Interface Tradebyte TB.One
Magento 2
Tradebyte TB.One

Shop administrators and editors are often faced with the problem that there is no complete
overview of the processes running in the background of an online shop. For example, if the data
import is already complete and the products created in the PIM are still not displayed in the
shop, the editor can use the new „ProcessPipelines“ module to immediately find out in which
substep of the import the error
has occurred. The module, seamlessly integrates into the Magento backend. In addition it pro-
vides an overview of all processes and their current status. Any problems during a process are
immediately visible without requiring extensive IT knowledge and appropriate measures can be
initiated promptly if necessary.
ProcessPipelines - New Magento module from TechDivision

Data migration from Magento 1 to Magento 2
The migration of the data from Magento 1 to Magento 2 was essentially carried out in two major
steps. The separation into these two steps was necessary to enable the editorial team to work
in the new system at an early stage and to manage the final migration (i.e. the change to the
production system) with the lowest possible downtime.
Step 1: Scheme migration
The first step of the migration was to convert the Magento 1 database into a Magento 2 com-
pliant Scheme. For this purpose the data migration tool provided by Magento was used, which
had to be extensively extended for the many features of the HALLHUBER Shop. To execute this
step, an automatism was created so that it could be performed on the CI system as often as
required.This ensured that the conversion of the database works reliably despite the constantly
growing amount of data in the active production system (Magento 1).
Step 2: Datapicking
Since only parts of the converted data (customer data, orders, shopping baskets, etc.) were
transferred to the new shop, a series of command line commands were implemented for the
final migration. On the decisive day of the relaunch, the data was selectively combined with the
data already maintained in the new Magento 2 shop. To ensure that nothing went wrong in this
crucial step, this process was repeated several times and put through its paces.
M1 SQL-Dump
process
M1
M2 -Dump
CI-SERVER
M2-PROD
M2-Migration
Database
Database
M2-SHOP/MAGENTO
CLI-Commands
›› Customer
›› Sales
›› Wishlist
›› Quotes
›› Rules
›› Logs
›› ...
M1
M1
Existing
M1-Instance
>
–

Pagebuilder - CMS for Magento
HALLHUBER attaches particular importance to extensive display options for landing pages and theme worlds. As part of the pro-
ject, the new content management system from Magento so called Pagebuilder was used. Pagebuilder will be part of Magento‘s
standard range of functions in the future. For HALLHUBER it has been already further extended by us to provide the shop admi-
nistrator with even more comprehensive design options and sophisticated CMS functionality.
• Simple operation by drag & drop
• Search engine friendliness
• Simple integration of product content
• High extensibility
• Easy integration of third-party content (e.g. videos)
• Fully supported and well documented module
• Flexible side structure with Gridelements
Content Pflege
Grildelements

Sustainable infrastructure through Amazon Web Services
The hosting was realized with the help of a hosting partner on Amazon Web Services. The
selected infrastructure is highly available and automatically scales for high loads. Magento 2
Commerce makes it possible to outsource a variety of sub-components into own services. A
Redis cluster was used for application caching, while several Varnish servers are in use for the
full page cache. The search and catalogue pages use Amazon‘s Elasticsearch service to make
search results available to customers as quickly as possible. The import and export processes
are asynchronous and partly parallel - for this purpose the RabbitMQ service of Amazon is used.
There are also several server nodes with different roles. Depending on the role, these nodes are
responsible for delivering Web content (Web nodes) or for processing background processes
(back-end nodes), such as cron jobs, sending mails, or consuming messages from the message
queue.
Virtual Private Cloud
Dev Access with SSH
VPC
Cloudfront
http, https
http, https
ssh
ssh
PUBLIC DMZ
security group
Amazon ELB Varnish
MySQL
internal ELB
Gateway
GATEWAY DMZ
security group
APPLICATION NETWORK
security group
http, https
Rabbit
MQ
NFS Redis Elastic
Web-
Nodes
BE-
Node

Dear TechDivision team,
an exciting day and exciting weeks and months lie behind us. Even though we are not through with all topics
yet, I would like to take this opportunity to thank you for the successful relaunch today. I am aware that this
would not have been possible today without your commitment in recent weeks and, above all, in recent days.
Thank you very much for that! I hope you‘re all in the well-deserved end of the day and recovering from
the exertions of the last days (before it continues tomorrow with new energy ). I look forward to further
cooperation with you!
Dr. Astrid Jagenberg, Executive Vice President Digital, HALLHUBER GmbH
„

Conclusion:
Migration with style
The project was a real challenge due to the scope and com-
plexity - but also due to the fact that an existing and already
very well running portal had to be replaced. Many different and
complex interfaces had to be implemented on existing sys-
tems, a data migration from Magento 1 to Magento 2 had to
be carried out and many customer-specific adjustments had
to be made in Magento.
For HALLHUBER our CSI team was in action with up to eight
developers. This was controlled by a Product Owner (PO) pro-
vided by TechDivision. He communicated directly with the pro-
ject managers on the customer side.
The project was realized with agile management methods in
order to guarantee the greatest possible flexibility and efficien-
cy with the best possible quality at the same time. Daily stand-
ups and an ongoing exchange between team and customer
enabled the project to be implemented efficiently.
DURATION
D A T A & F A C T S
CMS SYSTEM
INFRASTRUCTURE
INTERFACE/
FEATURES
TEAM
01/2017 - 02/2018
CSI-Team
Magento 2
›› Data migration M1 to M2
›› Omni-Channel functionality (Click&Collect)
›› BlueFoot CMS
›› Amazon Cloud-Infrastructure (AWS)
›› Tradebyte TB.One (OMS + PIM)
›› HALLHUBER Card (ProData)
›› E-Gift Card (SVS)
›› PAYONE (PSP)
›› MissionOne - Email-Marketing
›› ProcessPipelines
›› Storefinder
›› Google Tag Manager (Datalayer, Enhanced
Analytics, Adwords, etc.)
›› Econda (Tracking)
›› Smile Elastic Search (Suche)
›› Xtento (Marketplaces)
›› Optimizely (AB-Testing)
›› Recolize (Reco-Engine)
›› Affilinet API
›› DHL Track & Trace
›› Location Suggest
›› Click & Collect
›› Shop the Look
›› u.v.m
SYSTEM
PARTICULARITIES

HALLHUBER GmbH
HALLHUBER GmbH is a Munich-based fashion company with
over 400 PoS and an established online shop in Germany and
seven other countries.
HALLHUBER offers its customers a range of high-quality and
current fashion trends at an attractive price and in a pleasant,
modern shopping environment.
HALLHUBERdevelopedfromafashionabletextilechainstoreto
one of the best-known and most independent vertical fashion
brands in Germany. Since February 2015 HALLHUBER has
been part of the fashion and lifestyle group GERRY WEBER
International AG based in Halle/ Westphalia.
Fashion-loving women at HALLHUBER have a unique selection
of clothing, accessories, bags and shoes with which they
can create an individual look. HALLHUBER started its online
business in September 2011, initially in Germany.
Austria joined only one year later, followed by Switzerland,
France, the UK and Norway in the following years. Meanwhile
10% of the total turnover is generated online.
www.hallhuber.com
TechDivision
As an established web technology service provider, TechDivi-
sion has been supporting well-known national and internatio-
nal customers since 1997 in the holistic planning, conception
and implementation, as well as marketing of web applications.
We focus on the consulting of digitization projects, the Reali-
zation of complex e-commerce solutions (B2C, B2B & B2C2B)
based on Magento, the development of corporate websites
and intranet solutions with the content management systems
TYPO3 and Neos CMS, as well as individual web applications
based on PHP and JavaScript.
TechDivision has been a Magento Enterprise Partner from the
very beginning and draws on the experience of more than
40 e-commerce projects, some of which are very extensive
and international. TechDivision was also awarded the Magen-
to „Spirit of Excellence Award 2013“, making it one of the
leading Magento partners in Europe.
In addition to design and implementation, TechDivision also
has an online marketing team that advises and supports
marketing. TechDivision currently has a team of more than
90 employees at two locations in Rosenheim/Kolbermoor and
Munich.
www.techdivision.com
Magento
With a global market share of around 28% and about 280,000
installations around the world, Magento is the world‘s leading
e-commerce platform.
The Magento ecosystem includes hundreds of system integ-
rators, countless certified developers, a variety of technology
partners from all fields and a marketplace for program exten-
sions with thousands of modules.
Magento‘s focus is on medium-sized customers who pursue a
sustainable online strategy and need a flexible software basis
for this. In mid-2017, Forrester and Gartner, among others,
awarded Magento the title of Leader.
Magento 2, the completely new successor version of the shop
software, is available Since the end of 2015. It impresses with
various new features, simplified operation as well as improved
scalability.
In addition to Magento Commerce as e-commerce platform
(on-premise & PaaS), Magento Order Management System
and Magento Business Intelligence provide additional tools
with which the shop platform can be expanded as required.
www.magento.com

Spinnereiinsel 3a
83059 Kolbermoor
Tel.: +49 8031 22 10 55 - 0
Fax.: +49 8031 22 10 55 - 22
info@techdivision.com
www.techdivision.com
TechDivision GmbH /
TechDivision eConsulting GmbH
Balanstr. 73, Haus 8, 3. OG
81541 München
FACEBOOK YOUTUBE
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GOOGLE+
TWITTER
Do you have any questions? We are at your
disposal by phone and e-mail and look forward to a
successful cooperation!
image sources: Hallhuber, TechDivision

HALLHUBER shoprelaunch based on Magento 2

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HALLHUBER shoprelaunch based on Magento 2