FRANKONIA boosts revenue through hyper-personalization
Revenue known users
Revenue unknown users
AOV for unknown users
About FRANKONIA
FRANKONIA is the leading hunting goods supplier in Germany. Founded in 1908, the company stands for responsible, respectful, and ethical hunting, in line with traditional values. Alongside equipment for hunters and sport shooters, the portfolio features premium fashion and tradition alalpine wear.
When it comes to customer contact, FRANKONIA keeps it direct and simple: 24/7availability via app and online shop, or in person at 25 stores across Germany and two stores in France. Customers in Switzerland are reached through both a catalog and the online shop.
With around 600 employees, FRANKONIA also supplies wholesale customers in more than 100countries. FRANKONIA is one of the few training companies in the industry, that offer the opportunity to learn the profession of gunsmithing. As a successful retail company, FRANKONIA is part of the global Otto Group network — Europe’s number one in online retail.
Before ODOSCOPE
FRANKONIA faces the challenge of optimally displaying a wide range of products – from hunting and firearms to fashion and clothing – for various customer and user types.
The goal is to utilize all available data (product, user, customer, behavioral data), consider regional and situational factors, and simultaneously maximize performance and sales in the online shop.
So far, FRANKONIA has implemented few or no suitable personalization solutions for the discovery phase. While the data foundation is in place, the necessary real-time technology is missing. Both known and unknown shop visitors receive the same offerings, and A/B testing on product lists is not yet possible. Particularly in the hunting segment, which heavily depends on regional and weather-related factors, dynamic and personalized control is lacking. In addition, valuable product attributes that could enable more specific and relevant product displays remain underutilized.
Another challenge is the product scoring. Items listed in multiple categories are assigned a uniform score, regardless of their relevance for different target groups. At the same time, the potential of numerous customer attributes and segments is not being used – all users see the same product selection, whether known or unknown.
FRANKONIA needs a hyper-personalization solution that turns all available signals into real-time decisions, activates data, and presents each user with a relevant product offering – at every page view and click.
Solution: Efficient, hyper-personalized product display
FRANKONIA is now leveraging ODOSCOPE’s powerful hyper-personalization, which tailors the entire product range to individual users and fully utilizes the potential of existing data. Thanks to this cookie-free real-time technology, user-specific, category-tailored strategies can now be defined and automatically tested against each other through A/B testing – with minimal effort and maximum impact.
Products are no longer evaluated generically; their relevance is dynamically calculated based on category and look-alike-audience. Especially in the hunting segment, the integration of weather and location data enables context-sensitive, i. e. situational, product displays. User and customer attributes are are deliberately factored into the list sorting, ensuring differentiated messaging for both known and unknown users. Each user now receives their personalized shop experience.
Additionally, A/B testing allows for continuous optimization of various strategies. This enables FRANKONIA to not only better serve the individual needs of its users and customers but also to effectively and sustainably achieve its business goals on category level.
The real-time data activation and scalable approach of ODOSCOPE ensure sustained improvements in shop performance and significantly higher conversion rates.
"You can react very quickly to changes and always have excellent support at hand. The tool is very user-friendly and provides helpful insights,"
says Enya Regner, Campaign and Shop Manager Fashion & Outdoor, Frankonia Handels GmbH & Co. KG
Achievements: Maximum relevance through intelligent data integration
By merging user IDs from tracking data and customer IDs from the CRM, FRANKONIA can now precisely identify its users and engage them with highly relevant product offers. This creates a superior customer experience while also reducing returns.
This integration and active utilization of existing data enables highly relevant personalization – whether the customer is already known or still anonymous in the shop. The results of the A/B tests comparing the ODOSCOPE algorithm with the Otto Group’s existing sorting algorithm speak for themselves:
- Known users see a significant revenue uplift of +41.53%,
- while even unknown users convert +15.36% more effectively.
- Additionally, the average order value for unknown users increases by +9.38%.
With ODOSCOPE’s comprehensive analytics capabilities, all numbers, data, and insights can be clearly visualized – from the product level to user behavior. Correlations and trends are quickly identifiable and can be directly applied to optimize the assortment strategy.
The result: A substantial increase in conversion rates, a personalized shopping experience, and optimized use of available data leading to higher revenue and customer satisfaction.
"ODOSCOPE is, for me, a tool that takes personalization in e-commerce to a whole new level. The innovative capabilities of adapting products to different user profiles through targeted strategies enable dynamic and new product list sorting. [...] This feature not only positively impacts the conversion rate but also helps us better target our specific customer segments. In my opinion, ODOSCOPE is a must-have for anyone in e-commerce who wants to elevate their personalization strategy to a high level. It is a tool that not only boosts revenue but also increases customer satisfaction,"
says Nadine Rost, Head of Online Campaign & Shop Management Frankonia GmbH & Co.KG
The key factor is, of course, the proven economic success achieved through ODOSCOPE's solution, based on A/B testing. The full potential of personalized product listings has undoubtedly been realized, which in an era of increasing mobile usage, is becoming an essential competitive advantage."
Jochen Kistner
Head of E-Commerce Frankonia Handels GmbH & Co. KG
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Frequently Asked Questions
Find answers to common questions about our platform and services.
ODOSCOPE helps ecommerce retailers sell their goods in a targeted and profitable way through future-proof, scalable personalization and AI-powered merchandising. We provide a privacy-compliant customer engagement platform for managing all digital sales channels, enabling business users to analyze and profitably leverage user, customer and market data. Based on user-centric, automated, real-time decisions, we enable our clients to show the right content at the right time in the right way to each individual online user - whether known, anonymous or not yet recognized.
Yes, because we want to give you the best of both worlds.
Scalable personalization is entirely data-driven. It is highly accurate and lightning fast. It intelligently combines knowledge from multiple digital touchpoints and is fully automated. Scalable personalization easily enables any number of playout variants based on high-dimensional prescriptive analytics.
With Merchandising, you can actively contribute your knowledge and experience: you can control which products are promoted or penalized based on margins or out-of-stocks. All playout scenarios remain purely data-driven and user-specific. This allows you to make targeted sales while taking into account campaign goals or promotional surcharges. Often there are multiple factors at play.
We offer plugins for Shopware, Shopify and Salesforce for quick and easy integration into a shop system (as of Q1, 2024). Otherwise ODOSCOPE is integrated into the store system via REST API. The integration is thoroughly documented and closely monitored by our reliable Customer Success Team.
Each of our customers is in close contact with a dedicated account manager and representative from our Customer Success team. Personal contacts are always available via email or a customer-specific Slack or Teams channel.
An ODOSCOPE license is essentially calculated based on the traffic volume of an online shop per year (sessions per year in 1 million steps). Another factor is the number of AI modules used for the various onsite personalization activities like product list sorting, search result sorting, recommendations, mailings, adaptive ads etc.
We want all customers to be happy and satisfied with our solution and services, of course. However, if a customer decides to end the contract, the contractually agreed notice period applies. In general, an annual license will be renewed for another year unless it is cancelled in writing with 3 months notice to the end of the contract.