Innovative retail model: IBM iX operates HOFER ONLINESHOP
as a scalable digital sales channel

Wels, 28 July 2026 – IBM iX, the Experience Services partner within IBM Consulting, has successfully launched a new online shop for HOFER, Austria’s largest discount retailer, offering non-food promotional products. As part of a long-term partnership, IBM iX is responsible for hosting, ongoing development and the end-to-end operation of the platform. The launch on 7 July 2026 marks an important milestone in HOFER’s digital growth strategy. Alongside other successful digital business models such as HoT, HOFER GRÜNSTROM and HOFER REISEN, the continued development of the HOFER ONLINESHOP is a key focus for the retailer.

A full-service model for digital growth

As a full-service partner, IBM iX manages the HOFER ONLINESHOP from end to end. This includes developing and operating a scalable platform based on Salesforce Commerce Cloud, hosting and managing the shop’s day-to-day operations. IBM iX also oversees all performance marketing activities, including SEO, GEO and SEA, supported by comprehensive data-driven reporting to continuously optimise the shop’s performance.

IBM iX also provides first-level customer service, helping to ensure a consistent and high-quality customer experience. A dedicated shop team manages the day-to-day business as well as strategic initiatives and continuously develops the online shop in line with defined targets. The goal is clear: to sustainably increase reach, conversion and sales.

“With HOFER, we have deliberately chosen a partnership model in which we do more than provide technology. We actively operate the online shop together with HOFER’s e-commerce team and continuously develop it with growth in mind. This flexible and entrepreneurial approach shows how we work with our clients to explore new opportunities and create space for innovation,” says Thomas Kaindl, Managing Partner at IBM iX.

Joint entrepreneurial approach

HOFER is responsible for the brand, product range and promotional strategy while IBM iX manages the operational implementation and ongoing development of the digital business. Working towards shared goals, both teams manage the shop’s development through an integrated setup.

“Working with IBM iX allows us to strategically scale our successful non-food business through digital channels. Together, we are continuously developing the online shop and operating it as a key digital sales channel,” says Florian Hipfl, Director Customer Interaction at HOFER KG.

Focus on performance and data-driven growth

A key element of the partnership is a strong focus on performance and scalability. IBM iX manages digital marketing activities and uses data-driven insights to increase visibility across search engines and comparison platforms. At the same time, the conversion rate, user experience and content are continuously optimised to improve the customer journey. An integrated reporting system provides transparency across all key performance indicators and supports the continued growth of the business.

A scalable platform for a future-focused business model

The new online shop is based on a modern cloud architecture designed specifically to meet the needs of a promotion-driven non-food business. The platform integrates seamlessly with HOFER’s existing system landscape and supports its established dropshipping model. At the same time, it ensures reliable performance even during periods of peak demand.

About HOFER

With around 540 stores and more than 12,000 employees, HOFER is Austria’s number one discount retailer. For the company, headquartered in Sattledt in Upper Austria, everything centres around the HOFER PREIS, its promise to offer customers the best possible value for money. This is supported by HOFER’s strong and independent own brands, which account for 90% of its product range. From regional products and plant-based nutrition to greater freshness, HOFER offers its customers a modern and enjoyable shopping experience.