B2B-commerce in the fast lane through situational recommendations
Certeo is TAKKT AG‘s sales brand for business equipment in Europe, founded in 2009 and currently active in Germany, France, Austria and Switzerland. In its online-shop, Certeo covers the complete range of and business equipment required by companies and attaches great importance to high quality, professionalism and personal individual advice.
The starting position
Certeo offers a wide range of office and factory equipment in its shop, which operates on the Spryker system. The users are business customers, who usually have a very clear idea of their desired product through a clear purchase order and start their research mainly via the search engine Google. When they are referred to the shop here, only a very few users click their way through the variety of products. If they don‘t find what they are looking for at first glance, they end their visit to the shop.
The solution
For this purpose, Certeo uses the ODOSCOPE situationalization platform both for product recommendations and in the category, overview pages and search result lists. This approach makes it possible to adapt the online-shop to the individual needs as well as the shopping situation of each user, whether known or unknown, in less than 20 ms.
To do this, the SaaS tool uses existing data treasures and doesn‘t create new silos: only the surfing behavior of historical customers that are most similar to the current user in terms of features such as past purchases (e.g. shelves, tables) and situational data (e.g. referrer: Google, location: Cologne, terminal: MacBook) is taken into account for the calculation of the playout logic. Based on historical data, ODOSCOPE nds the page elements with the highest situational relevance for the current user.
