Client: ROTTLER Brillen + Hörgeräte
Industry: Optical and Hearing Care
Company Size: 1000+
Location: Arnsberg, Germany
Summary
Closeness you can click: book online first, then receive personal advice. The relaunch of the ROTTLER Brillen + Hörgeräte website places user experience at the center. A clear information architecture, shorter user paths, and an optimized appointment-booking process make it easier than ever to find the right store.
More than 135 locations are intelligently connected with users through precise store search, intuitive contact options, and personalized touchpoints. The result: a highperformance platform that delivers a spoton digital customer experience and consistently brings the brand promise “ROTTLER makes people happy – You too” to life online.
The Challenge
ROTTLER Brillen + Hörgeräte is one of Germany’s largest familyrun optical and hearing care companies. With more than 135 stores, an extensive service portfolio, and high expectations for modern onlinebooking processes, the existing content management system had reached its limits. While it had reliably fulfilled its role for years, it could no longer support the growing demands for scalability, automation, and personalized user guidance.
At the same time, the rapidly expanding store network needed to become digitally accessible — without overwhelming users with complexity. The new website had to bridge two worlds that traditionally operate separately in the industry: digital appointment and product interaction on one side, and personal, local consultation on the other.
A comprehensive audit made the situation clear: although the old website was technically functional, it no longer reflected the current brand identity or ROTTLER’s digital maturity. Content maintenance was timeconsuming, data and systems were fragmented, the booking process lacked consistency, and automation as well as unified tracking were largely missing. Together with the digital agency Amplio, the decision was made to fully replace the existing system landscape and migrate everything to HubSpot.
The goal was to create a central platform that unifies website, CRM, content, bookings, HR data, and marketing processes within a single, endtoend system. Instead of a classic CMS, the aim was to develop a solution that intelligently connects and orchestrates customer data, marketing automation, personalization, and communication — bringing ROTTLER’s signature personal closeness into the digital space.
The project’s complexity posed a particular challenge: more than 135 stores required dynamic, updatable content, various thirdparty systems needed to be integrated, the entire booking logic had to be reengineered, and DSGVO as well as BFSG requirements had to be implemented thoroughly — all without disrupting ongoing business operations.
The Solution
Introducing the HubSpot CMS Hub on top of the existing CRM system provided the foundation for a digital infrastructure capable of uniting all core processes on one platform. The HubSpot Content Hub was not implemented in isolation but strategically integrated into the existing ecosystem and expanded with targeted functionalities.
The complete replacement of TYPO3 marked the shift from a solid but limited platform to a scalable, datadriven solution. Rather than a simple system switch, existing structures were strategically enhanced, turning HubSpot into the central hub for data, content, and communication—with optimized data flows, improved efficiency, greater flexibility, and longterm scalability.
Amplio developed a stable, dynamic, and scalable web architecture powered by the HubSpot Content Hub. The new modular template system enables the marketing team to manage content independently without technical assistance. A standout element is the dynamic store template for all 135+ locations: it automatically retrieves data from thirdparty systems and ensures consistent, uptodate content across all touchpoints.
“For the first time, we can see all information centrally, correctly synchronized, and without any manual effort.”
Dominik Eidens, Head of Marketing at ROTTLER Brillen + Hörgeräte
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Key outcomes include:
- Dynamic location pages with automated display of opening hours, services, reviews, job listings, FAQs, and nearby stores
- Seamless connection between store finder and booking flow
- DSGVO compliant implementation according to current standards
- Integration of essential marketing and tracking tools for endtoend data analysis
- A scalable system landscape supporting more than 135 locations
- Seamless integration of lead generation, marketing, and customer service — including internal communication with stores
From Technical Foundation to a Seamless User Journey
The HubSpot CMS Hub was intentionally built on top of the existing CRM setup to centralize data flows, automation, and customer communication. Amplio supported ROTTLER not only technically but also strategically in evolving the entire HubSpot stack — from data management to automation.
Workflows were standardized, central marketing automations and communication processes established, and internal information flows developed. Using HubDB, custom objects, and extended data integrations, content was structured and consolidated, then provided directly to the marketing team via the HubSpot interface. The result is a platform that not only communicates but continuously improves.
The new system architecture created a technological foundation that noticeably simplifies processes and significantly enhances digital experiences. The greatest benefit becomes apparent where customers feel it most: the booking flow.
The heart of this new user experience is the fully redesigned appointmentbooking process. It guides users through five clearly structured steps, ends with a concise summary, and includes an integrated iCal function. The flow automatically considers the preferred store and chosen service. Direct links allow users to start immediately with the right presets. After booking, targeted communication supports the instore consultation.
Seamless Integration for Centralized Data Flows
Amplio seamlessly integrated several external systems to make all relevant data centrally available in HubSpot:
- Airtable for all store data
- Magento shop for product information
- Personio for job listings and employee data
- Timify for appointment and booking data from the stores
These integrations ensure smooth synchronization, eliminate duplicate data maintenance, and enable a holistic customerlifecycle experience — from first contact to longterm retention.
From Migration to Added Value
The solution demonstrates that a fully migrated and strategically enhanced HubSpot platform goes far beyond technical functionality: it accelerates processes, improves data quality, and elevates the digital user experience to a new level.
With Amplio’s support, a web ecosystem was created that sustainably strengthens both customer experience and operational efficiency— marking the first major milestone toward a comprehensive customer platform that continues to evolve.
Key Achievements
- Complete replacement of TYPO3: the legacy system was fully retired — HubSpot is now the central platform for web, CRM, marketing, and service.
- Seamless HubSpot ecosystem integration: migration to the CMS and strategic expansion of the HubSpot stack closed gaps and created a foundation for growth.
- Easy scalability: new locations, services, or content types can be added without developer involvement.
- Efficient processes: marketing, HR, and content teams work independently and significantly faster. Previous bottlenecks have been eliminated.
- Higher booking conversions: the optimized flow reduces dropoffs and increases completed appointments.
- Consistent data quality: data from Airtable, Magento, and Personio remains synchronized and up to date.
Results
The interplay between technical architecture, automation, and user experience delivers measurable impact:
- More interactions on store pages: relevant, dynamic content increases time on page and engagement.
- Rising booking numbers: simplified processes and personalized guidance boost conversion rates.
- Reduced internal effort: teams save significant time thanks to automated data flows and centralized management.
- Centralized data and automation: instead of multiple isolated tools, ROTTLER now works with one consistent, integrated system.
- AIdriven content development: HubSpot’s Breeze AI significantly streamlines content creation for blog and website.
- Improved SEO performance: a clean structure, dynamic content, and consistent data strengthen organic visibility.
The Impact
This migration was far more than a system switch — it fundamentally changed ROTTLER’s digital operations. Today, HubSpot serves as the central system for location management, marketing, HR content, product data, and service bookings.
Users experience a logical, clear, and personalized journey, while ROTTLER benefits from greater speed, transparency, and scalability. And the platform continues to grow — without adding complexity. Currently, the integration of the Magento shop is being further expanded to enhance the shopping experience and strengthen the connection between online and offline product sales.
With this project, Amplio demonstrates how targeted evolution of existing systems modernizes technology while creating tangible organizational impact. ROTTLER now uses HubSpot as an active engagement and communication system: automated appointment confirmations, reminder logic, followups, and campaign activations lead to measurably more bookings, higher return rates, and stronger customer loyalty.
In the highly consultationdriven optical and hearingcare market, digital proximity is created through consistent communication — forming the perfect bridge from the online experience to personal service in store.
The integration of Magento product data is currently being further expanded. The platform continues to grow — without adding unnecessary complexity.