Spiele Max is Germany’s largest independent specialist baby and kids retailer. With a well established store footprint and ecommerce business in place, UBQ were asked to assess its digital business to evaluate how to maximise further profitability.

While conducting our review, we were also asked to report back on any new opportunities that would improve the efficiency of the digital business, whether it be through increased sales, cost savings or improved margins.


We conducted a forensic, end-to-end deep dive of the ecommerce business with a particular optic on the proposition and how to deliver it as efficiently and cost-effectively as possible.

Our process initially examined the multichannel commercial strategy with a focus on pricing and promotions. Pricing needed to work not just online but in stores as well as additional channels like marketplaces such as Amazon.

Our analysis also included a detailed review of the incumbent fulfilment, warehousing and courier solutions as well as a technical analysis of the current digital platform & architecture.

All these requirements were appraised against and whether they were able to fulfil the commercial requirements of the business and expectations of customers.


An 18-month digital transformation programme was created of which the first stage is in the process of being delivered. This includes the updating of the core platform (now Magento2), new hosting provider as well as the implementation of a new warehousing solution.

The platform was delivered by UBQ’s development partner, Monogo and project managed by UBQ. The next phase will include the re-development of Click & Collect across the business.