Curated product list sortings for advanced CX

The young, fast-growing store provider DefShop was looking for a solution to optimize its customer experience. The ever-growing needs of online users in particular demand a product range that is relevant to them. Personalized product lists are a promising way to achieve this.

Automated list sortings


Time saving


customer satisfaction

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.


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.


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.

ODOSCOPE provides us with a considerable uplift.


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.

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ODOSCOPE not only provides us with a considerable uplift, but is also a highly motivated partner with a great service.

Matthias Spangenberg

Head of Online-Marketing

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Frequently Asked Questions

Find answers to common questions about our platform and services.

What is ODOSCOPE about?

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.

I get 2 in 1: Scalable personalization and AI-powered merchandising? 

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.

How is ODOSCOPE implemented?

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.

How can I reach ODOSCOPE as a customer?

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.

What is the pricing model?

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.

Can I cancel my subscription?

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.