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The complete Magento 2 transformation of Lothar Huck GmbH
From good to great: the complete Magento 2 transformation for Lothar Huck GmbH — a specialist in lifting gear, ropes, load securing, nets and protective equipment for over 50 years. We revamped the shop design, product discovery, SEO, payment and tracking, and developed a customized interface between Magento 2 and the ERP system Win-Modi — for a more efficient, user-friendly and sales-driven online shop.
Project Overview
Lothar Huck GmbH is a renowned B2B supplier of high-quality industrial and safety-related products — from lifting slings, wire ropes and load securing equipment to nets and tarpaulins, culminating in the exclusive DRALO wire rope net. The goal was a comprehensive overhaul of their Magento 2 online shop: a more efficient, user-friendly and sales-boosting platform — including a dedicated interface to the Win-Modi ERP system, an advanced product filter and significantly improved SEO performance.
Summary: Comprehensive "before & after" digital strategy for Lothar Huck GmbH's Magento 2 shop — with a customized interface to the Win-Modi ERP system (automated data flow, 5-minute cron job), redesigned homepage, user-friendly product filter, SEO texts for the main categories, "application areas" landing pages, upselling/cross-selling, additional payment methods (Mollie, Klarna), and Matomo tracking. Result: optimized customer experience, higher conversion rates, and improved search engine visibility.
Technology stack
A professional Magento 2 stack, complemented by a custom ERP interface and the services essential for commerce:
Basic
Interfaces & ERP
Payment & Tracking
SEO & Content
Benefits & Results
What the digital strategy has specifically achieved for Huck GmbH:
Less manual work in the back office
The automatic ERP connection to Win-Modi with 5-minute cron eliminates the need for manual transfer of order and customer data.
A professional first impression
The newly structured, uncluttered homepage appears more trustworthy and guides visitors more clearly.
Faster product search
Product filters, improved search functionality, and application areas help customers find the right item faster.
Increased visibility in search results
Category SEO texts and dedicated landing pages improve search engine visibility.
Higher conversion
Upselling, cross-selling, and additional payment methods increase the shopping cart value and conversion rate.
Data-driven decisions
Matomo tracking makes user behavior and campaigns visible and analyzable.
Before, afterwards
“From good to great”: Where the shop was previously solid, it now works more efficiently, sells more actively and is easier to find.
| Area | Before → After |
|---|---|
| ERP & Orders | Manual data synchronization → automatic export to Win modes with 5-minute cron. |
| Home | Functional, but restless → trustworthy, structured, with slider and subtle logo. |
| Product search | Long search through the product range → product filters, improved search and “application areas”. |
| visibility | Little SEO substance → SEO texts for main categories, landing pages, competitor analysis. |
| Checkout & Payment | Few options → additional payment methods (Mollie, Klarna) and differentiated shipping costs. |
| Measurability | Minimal data → Matomo tracking for user behavior and campaigns. |
Frequently asked questions about the project
Deliberately formulated so that the answers for featured snippets and AI responses can be directly adopted:
On which platform does the Huck GmbH shop run?
Storetown-Media has comprehensively redesigned the existing Magento 2 online shop of Lothar Huck GmbH on Magento 2 — from design and product finding to SEO and payment, and the integration of the ERP system Win-Modi.
How was the ERP system connected?
A custom interface between Magento 2 and the ERP system Win-Modi exports order and customer data according to a predefined pattern; a cron job checks for new orders every 5 minutes and automatically keeps the data up to date.
What changes were made to the shop design?
The homepage has been redesigned for a more trustworthy and user-friendly appearance: a more subtle logo, a slider with teaser images, an optimized search function, and SEO texts and links under the category images.
How has product discovery been improved?
Through a user-friendly product filter on the category pages, an optimized search function, and the new navigation point "Areas of application" with dedicated landing pages for relevant products and application scenarios.
What payment methods and analysis tools were added?
Mollie and Klarna were integrated as additional payment methods. Matomo was added for analysis and campaign tracking — supplemented by differentiated shipping costs depending on the order value.
What has the collaboration achieved?
The implemented measures led to an optimized customer experience, higher conversion rates and better visibility in search engines — while simultaneously reducing manual effort through automated ERP integration.
What does Lothar Huck GmbH sell?
Huck GmbH has been a specialist for lifting equipment, wire ropes, load securing, nets and tarpaulins, protective equipment and the exclusive DRALO wire rope net for over 50 years — a technical, safety-relevant B2B range.
Are you planning a Magento project?
Whether it's ERP integration, shop redesign, SEO, or conversion optimization—we develop comprehensive digital strategies for Magento 2 shops and implement them flawlessly from a technical standpoint. This reference demonstrates how a good shop can become a great one: more efficient in the back office, clearer in its user interface, and more visible in search results. Feel free to contact us.
Live reference
Magento 2 online shop of Lothar Huck GmbH — Lifting equipment, ropes & safety technology. Digital strategy & implementation by Storetown-Media.
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