Curated product list sortings for advanced CX

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About DefShop

Within a few years DefShop has grown into one of the largest online shops in Europe for urban fashion. The shop of the Berlin-based company comprises over 250 international brands and more than 21,000 different products from the urban, streetwear and hip hop clothing sectors. Around 100 new products are added every day.

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Before ODOSCOPE

The young, strongly growing shop provider Defshop focuses on search engine and social media marketing, which not only appeals to existing customers, but also to many unknown users. That‘s why the urban fashion specialist was looking for a solution that would offer them a unique shopping experience right from the start.

Product list sortings, which up to now have been sorted primarily according to the topicality of the products, offer a promising opportunity for this. For DefShop's online users, this meant an often-laborious search through the very large and constantly growing product range in order to find suitable products for them. Product list sortings, which instead are primarily orientated towards their individual interests, would significantly increase the customer experience.

Due to heavy traffic, DefShop was already in possession of a large amount of historical data from different silos. The team was now looking for a solution to use these data in order to improve the customer experience.

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Solution

The online retailer relies on ODOSCOPE‘s Customer Engagement Platform and its promising situationalization approach. By analyzing the data of all silos collected by DefShop, significant correlations between the behavior of the users and their situation-related characteristics could be identified. This shows that the characteristics of each specific shopping situation (e.g. time of day, day of the week, terminal device, referrer or geolocation) say a lot about the current needs of the users.

ODOSCOPE uses these features for the situationalized personalization of product list sortings. Like the stationary salesperson, the solution analyzes the characteristics of the current shop visitor, determines their favorite products through high-dimensional prescriptive analyses at the moment of page hit, and rearranges the product list sortings in real time.

The products that best suit the online shopper are prominently displayed in the first place - without any personality traits. ODOSCOPE thus increases individual relevance for known and unknown users of the shop. In the case of existing customers, features such as purchase history, brand affinities and individual styles are also considered. In addition, DefShop can map its own business logic via attributes such as inventory, age or return rates of the product.

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ODOSCOPE provides us with a considerable uplift.

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Achievements

From the beginning, DefShop has generated above-average uplifts in conversion rates, shopping carts and sales using ODOSCOPE. The online shop is now able to use an unlimited number of attribute combinations such as geolocation, time, device, age of the product, stock level, etc. to rearrange product lists. In close coordination between DefShop and ODOSCOPE, the shop-specific needs of the urban fashion retailer were also taken into account.

Fully automated processes not only offer a better, user-specific customer experience for each individual user, but also relieve the DefShop team: tedious and time-consuming manual settings for product list sorting are now a thing of the past.