Bauwerk Parkett & BOENCustomer Engagement Plattform

The Bauwerk Group is a leading European parquet manufacturer that brings together the brands "Bauwerk Parkett" and "BOEN".

Together, we developed a B2B2C2D engagement platform that connects website and commerce, covers numerous country and language variants, and addresses distributors, sales partners and end consumers alike.

The Bauwerk Group's goal: to position its brands to best effect, cover the entire lead funnel and increase engagement among customers and partners through an inspiring user experience – all in the service of sustainable growth.

The project was highly complex – both organisationally and technically. The first step was to draw up a prioritised list of functionalities while bringing the various stakeholders on board. In parallel, the fundamental requirements for Identity and Access Management (IAM), Product Information Management (PIM) and Digital Asset Management (DAM) were defined.

To deliver the project successfully, we worked with selected partners for Salesforce and Shopware. Netural took on partner coordination and project management – including regular technical alignment sessions and project steering meetings to ensure alignment between Bauwerk Group Schweiz AG and the development teams, to respond quickly to changing requirements and to safeguard the successful completion of the project.

The UX/UI concept was developed in close collaboration between Netural and the client's design team. It took into account existing concepts, the brand strategy, user requirements and SEO/SEM best practice. Our focus lay, among other things, on the conceptual reworking and fine-tuning of existing design studies. Separate design systems were developed for the "Bauwerk Parkett" and "BOEN" brands.

On the technical side, we took on the development of the website and the B2B and B2C shops. The backbone is the headless CMS Storyblok, which not only streamlines content management but also supports the integration of existing systems:

• Shopware for mapping product pricing and order processes in the B2C and B2B segments, and

• Salesforce for capturing and qualifying leads, with direct handover to sales.

Newsletter subscriptions, the booking of consultation appointments and lead and user journey tracking can likewise be managed via the Salesforce integration.

One shop feature of particular relevance to the target groups is the Product Finder – an intuitive tool that simplifies the process of finding and selecting the right parquet, accessory and outlet products for a wide range of use cases. Another highlight? The audience-specific targeting of platform content.

• Floor layers can query real-time price and stock data across the entire product catalogue and pre-order out-of-stock items via a "Request Cart" – including a preferred delivery date.

• For end customers, by contrast, the focus is on accessories and care products, as well as booking appointments for consultations on site or online.

The development of bespoke APIs and the implementation of a dcupl data integration layer enable data to be synchronised between the CMS, backend systems and other interfaces – for a flexible and scalable overall solution.

Product information that needs to be kept up to date at all times – such as price and stock levels – is imported directly from the ERP and displayed accordingly. Less frequently changing product data from the PIM, by contrast, is sent to the dcupl middleware, where it is processed and filtered before being shown in the interface. This reduces loading times and ensures that the data can be searched efficiently.

The foundation for accurate data integration was an ongoing, systematic feasibility assessment based on the existing data, together with close coordination with the Bauwerk team to develop new data models and fields.

The official go-live of the platform took place at the end of March 2026. Since then, the webshop and website have been supporting both sales and marketing in equal measure.

In keeping with the Bauwerk Group's philosophy, the focus throughout the project was on doing the right thing and tackling change and challenges together. A particular highlight for the project team? The high level of engagement and commitment shown by Netural's interdisciplinary, self-organising teams across the entire collaboration.

The project also demonstrated just how important close coordination and cross-border collaboration are – with everyone pulling in the same direction and achieving great things together. We are already looking forward to continuing the partnership – in particular, to developing a digital POS showroom that builds on the existing platform and will also be available offline.