Hyper-personalized shopping experiences for every user at Louis.de
Revenue Uplift
Conversion Uplift
Average Order Value Uplift
About Louis
Louis is Europe’s leading retailer for motorcycle apparel, accessories, and technology. Founded in Hamburg in 1938 by Walter Lohmann and operating under the name Detlev Louis since 1946, the company has built its reputation on a passion for motorcycling, combined with product quality and expert advice. Its extensive product portfolio ranges from apparel, helmets, communication systems, cameras, and protective gear to spare parts, tools, travel accessories, and maintenance products. To serve customers wherever and whenever they shop, Louis operates 18 international online stores in 12 languages and more than 90 retail locations across Germany, Austria, the Netherlands, and Switzerland. Workshops, advisory services, the Louis Card loyalty program, and a strong rider community further enhance the customer experience. More than 2,400 employees, including apprentices across multiple professions, support customers throughout Europe and help deliver a seamless omnichannel experience.
Since 2015, Louis has been part of Berkshire Hathaway Inc., the multinational holding company led by Warren Buffett.
The Challenge
One assortment, many worlds.
Touring, sport, adventure, cruiser – plus helmets, protective gear, spare parts, tools, and travel accessories. With more than 90 stores and 18 online shops, Louis serves a highly diverse customer base, from commuters looking for a new rain suit at short notice to touring riders planning their next Alpine crossing. Delivering relevant products to every visitor therefore became a critical requirement.
Personalization had been a strategic priority for Louis for years. However, during the relaunch of its e-commerce platform, it became clear that the existing solution could no longer be integrated and leveraged to the desired extent. At the same time, the new technical foundation created an opportunity to rethink personalization from the ground up. Louis therefore launched a formal vendor evaluation process, from which ODOSCOPE emerged as the preferred solution.
In the motorcycle segment, context matters.
Demand is highly seasonal, regionally influenced, and heavily affected by weather conditions. A rainy start to the riding season impacts purchasing behavior just as much as a summer heat wave. To ensure relevant product experiences at all times, these factors needed to be reflected across both product listings and recommendations.
The complexity of the assortment added another layer of challenge.
Products listed across multiple categories required different rankings depending on the context. At the same time, customer signals needed to play a greater role, while merchandising strategies had to be continuously validated and optimized through data and A/B testing.
The goal was clear: Deliver the most relevant shopping experience to every visitor – whether known or anonymous. To achieve this, Louis needed a platform capable of creating relevance in real time. By considering context, location, weather, and live user behavior, hyper-personalization can now be delivered consistently across all 18 online shops – on every page view and every click.
The Solution: A Complex Assortment. Simple Control.
With ODOSCOPE, Louis now uses a platform that personalizes its entire assortment at the individual user level – per category, per Look-alike Audience, and in real time. Products are no longer ranked based on static rules, but dynamically evaluated according to their relevance within the specific assortment context. As a result, every category receives its own automated merchandising logic, without requiring manual intervention or development resources.
Context drives every decision. Weather and location data are directly incorporated into the experience – a particularly powerful capability in the motorcycle segment. A commuter in Berlin on a rainy day sees a different product ranking than a touring rider in the Allgäu enjoying the first sunny weekend of spring. Whether a visitor is known or anonymous makes no difference. Within milliseconds, ODOSCOPE assigns every user to a dynamic Look-alike Audience and immediately delivers the products most relevant to their situation – without cookies, tracking pixels, or consent requirements.
Multiple A/B testing at scale. With up to five variants running in parallel and high traffic volumes across all shops, new strategies can be validated quickly and reliably. Successful approaches are rolled out into production, while underperforming concepts are discarded before they impact revenue. This creates a continuous optimization process for both Louis and ODOSCOPE. Which strategy performs best – and why? Which combination resonates with which audience? All results are transparently visualized in shared workspaces and accessible to all stakeholders.
Optimization happens at every level. The journey began with maximizing overall shop performance. The next step focused on country-specific optimization to reflect differences between individual markets. Today, ODOSCOPE is taking personalization one step further by optimizing at the marketing-channel level. Visitors arriving via a newsletter are presented differently from those responding to a paid advertising campaign. This enables merchandising strategies to be continuously refined based on statistically reliable A/B/n test results.
The approach scales seamlessly across all 18 online shops and 12 languages – from German-speaking markets to Spain and the Czech Republic. One platform. One setup. Consistent impact across every market. The cookie-free real-time technology ensures that every visitor experiences a shop tailored to their individual context, while Louis retains full ownership and control of its data.
"With ODOSCOPE, we can implement changes quickly and test new approaches with ease. The transparency of the results and the ability to evaluate different strategies based on data help us continuously optimize and evolve our online shops."
says Janne-Flemming Bergruber, Head of E-Commerce Detlev Louis Vertriebsgesellschaft mbH
The Results: Hyper-Personalization in Real Time.
Contextual. Precise. Scalable.
ODOSCOPE was introduced at Louis with a clear objective: every product ranking and recommendation should reflect regional differences and real-time context, ensuring that every visitor sees the most relevant products and content for their specific situation. At the same time, personalization needed to deliver a measurable impact on both conversion and revenue.
The results speak for themselves. In A/B tests against the previous default product ranking, Louis achieved a revenue uplift of +15.25% and a conversion uplift of +6.26% – driven solely by contextual personalization at the individual user level, without actively leveraging customer profiles or order history.
Equally valuable is the visibility gained from the data. Insights that were previously hidden can now be identified and acted upon. ODOSCOPE's analytics capabilities make correlations, trends, and performance drivers transparent – from individual products to audience segments, across all 18 online shops. Insights become strategies, strategies become experiments, and experiments become sustainable revenue growth.
"For us, the key is delivering relevant product experiences across different markets and customer contexts. ODOSCOPE helps us turn that complexity into a scalable process while driving measurable business impact."
says Janne-Flemming Bergruber, Head of E-Commerce Detlev Louis Vertriebsgesellschaft mbH
AI-powered Merchandising has become part of Louis' day-to-day operations. Business objectives can now be implemented and optimized at the category level. The next step is to accelerate the sell-through of seasonal inventory, increase the visibility of high-margin products, and steer assortment performance more precisely – all within a single platform and a single setup, with consistent execution across markets and languages.
The next stage is already underway. By connecting tracking-based user IDs with CRM customer IDs and incorporating customer and order data, Louis will be able to deliver even more relevant experiences for existing customers while further expanding its Hyper-Personalization strategy.
Download the full case study here (written in German).
Janne-Flemming Berngruber
Head of E-Commerce at Detlev Louis Motorrad-Vertriebsgesellschaft mbH
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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.