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A partnership of more than 5 years with Gebr. Heinemann on digital transformation projects

Since 2019, we have been working with Gebr. Heinemann as a strategic technology and service partner to develop, modernize, and operate international commerce platforms. Using SAP Commerce Cloud as a foundation, we have created solutions that digitize and automate B2B and B2C processes and enable international growth.

The Partnership with Gebr. Heinemann in Numbers

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years of Strategic Partnership

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international commerce platforms for B2B and B2C

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central B2B platform “HeiCloud”

Shortcuts to the projects

Gebr. Heinemann is one of the world’s leading retailers and distributors in the international travel market. In Europe, the company is the market leader and the only family-owned business among the global players in the travel retail industry. Gebr. Heinemann operates duty-free and Travel Value shops, brand boutiques, and concept stores under license at international airports, as well as shops at border crossings and aboard cruise ships. In addition, the company supplies airports, airlines, cruise ships, ferries, and border shops worldwide.


With “HeiCloud,” we have developed a cloud-based B2B sales platform built on SAP Commerce Cloud that centrally consolidates customer-specific product assortments, real-time pricing, order management, document handling, and service requests. At the same time, we modernized the international B2C web store landscape, migrated it to SAP Commerce Cloud, and future-proofed it through upgrades, performance optimizations, and security measures. In addition, we took over international rollouts, enterprise integrations, and long-term operations via Application Management Support. The result: more efficient sales and service processes, reduced manual effort, greater stability, and a more modern commerce architecture to support further growth.

Digitizing International B2B and B2C Processes

The starting point: Gebr. Heinemann wanted to centrally digitize complex international sales and service processes, make them more efficient, and expand them sustainably. At the same time, the goal was to modernize existing systems, better integrate international markets, and strengthen the technological foundation for the long term. To achieve this, they sought a partner who would not only implement solutions but also provide strategic advice, manage operations, and continuously drive further development. This is exactly where we’ve been coming in since 2019: with commerce know-how, technical expertise, and a holistic view of processes, systems, and users.

SAP Commerce Cloud for Efficient B2B and B2C Platforms

Together with Gebr. Heinemann, we developed the B2B platform “HeiCloud” based on SAP Commerce Cloud. It consolidates key sales processes into a single solution: from customer-specific product assortments and real-time pricing logic to digital order management, document handling, and service requests. This has allowed us to automate processes that were previously manual and error-prone, free up internal resources, and make communication with B2B customers more transparent—for example, when prices change or product assortments are adjusted. In addition, HeiCloud supports the targeted clearance of items during product line changes or when dealing with excess inventory. At the same time, we technologically modernized the international B2C web store landscape and migrated it to the SAP Commerce Cloud. We further developed existing systems, implemented SAP Commerce upgrades, and specifically optimized performance and security.
International rollouts were also part of the collaboration, including for markets in Asia and Denmark, as well as specific use cases in the cruise industry and for border shops. Thanks to multi-tenant capability, localized business logic, and high reliability, Gebr. Heinemann can standardize international sales processes and respond flexibly to local requirements.

Enterprise Integration for a Modern SAP System Landscape

Beyond the e-commerce environment, we supported Gebr. Heinemann in modernizing and integrating their existing system landscape. This included, among other things, the integration of SAP S/4HANA, the integration of Salesforce, the connection of existing ERP and CRM systems, the integration of the SAP Marketing Cloud, and Microsoft integrations. We also provided support in the area of Identity & Access Management. This enabled us to optimize data flows, reduce system complexity, and create a stable foundation for digital sales, service, and commerce processes.

Application Management, Operations, and Continuous Improvement

A key component of our collaboration is long-term application management support for Gebr. Heinemann’s SAP Commerce platforms. We provide support for operations and maintenance, incident and issue management, quality and security optimizations, performance monitoring, as well as technical consulting and documentation. Regular service board meetings and scheduled meetings ensure transparency, clear coordination, and continuous improvement. In addition, we have seamlessly integrated nearshore teams into architecture, quality assurance, development, and operations. This allows us to flexibly expand capacity and reliably ensure high quality standards.

User-Friendly Commerce Processes with Security and Compliance

In addition to technology and architecture, we have consistently prioritized user-friendliness, IT security, and compliance. Our UX and UI experts have worked closely with business units and development teams throughout the development process to ensure that complex B2B and B2C processes can be used intuitively and efficiently. Data protection, regulatory requirements, and accessibility have been systematically integrated into the design, development, and operation of the system.

Result: More efficient processes and sustainable growth in commerce

Using the platforms we developed, we have digitized key B2B and B2C processes, strengthened our international sales structures, and modernized Gebr. Heinemann’s technological foundation for the long term. At the same time, we were able to reduce manual effort, make processes more transparent, and continuously refine the platforms.

The Benefits at a Glance

Digital Platform Landscape

More Efficient Sales and Service Processes

Processes that are less prone to errors

Faster and More Transparent Communication

Greater technical stability and security

International Operational Capability

More Modern SAP Commerce Architecture

Long-term support, from consulting to operations

Here's what our customer says

We've been working with team neusta for many years—not only because they deliver excellent software, but also because we just click on a personal level.

Quote from: - Stefan Schäffler 

Team Lead, Customer Experience Solutions at Gebrüder Heinemann

Our Services for the Heinemann Brothers

WE ARE YOUR LONG-TERM PARTNER FOR SAP COMMERCE, OPERATIONS, AND FURTHER DEVELOPMENT.

Claudia Krüger

Title: Technology architecture & consulting

More success stories for Gebr. Heinemann

SAP Commerce Cloud: future-proof solution for Gebr. Heinemann

Our experts for SAP migrated Gebr. Heinemann's B2C web store from an on-premise solution to the SAP Commerce Cloud to optimize scalability, performance and maintenance.

To the case

Rollout of B2B platform for the Asian market

We adapted Gebr. Heinemann's existing B2B portal for the Asian market and developed a second, region-specific instance.

To the case

Rollout of the B2C web shop for Kuala Lumpur International Airport

We successfully rolled out a B2C web shop for Kuala Lumpur International Airport, which serves as an important milestone in Gebr. Heinemann's global expansion.

To the case