Biral AG is the leading Swiss pump manufacturer based in Münsingen.

We created the **Biral Online Experience**, a digital commerce platform that provides customers with a seamless and intuitive journey when exploring, evaluating, purchasing, and operating pump solutions. By connecting information, commerce, and service in one integrated ecosystem, Biral delivers a best-in-class digital customer experience.

The platform is based on a **Composable Commerce approach following the MACH architecture**, enabling the solution to be built flexibly and incrementally from existing, newly acquired (e.g. DatoCMS), and custom-developed components. This modular architecture allows individual capabilities to evolve independently while providing a consistent and scalable overall customer experience.

At its core, **DatoCMS serves as a flexible headless content management system**, enabling business users to create, manage and enrich content independently and without requiring development support. This includes not only standard website content, but also **detailed product descriptions, technical specifications, news, application information, expert knowledge and other editorial content**. This flexibility is particularly important for the presentation and sale of complex technical products, where customers require comprehensive and context-specific information throughout their decision-making journey.

The itb **PIM provides the structured product data**, while the DatoCMS complements this information with rich editorial and contextual content. Both data sources are seamlessly integrated into a modern frontend based on a **UI component library**. This enables product information, technical details, expert content, news and other relevant information to be presented consistently and contextually within a single user experience.

The result is a **seamless, uninterrupted customer journey** in which users can move between product information, technical details, applications, supporting content and expert knowledge without having to leave the platform or search across different systems.