MADELEINE – From Relaunch to Hyper-Personalized Shopping Experiences
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About MADELEINE
MADELEINE is a well-established German fashion brand for style-conscious women. For decades, the brand has been known for premium womenswear, exceptional fit, exclusive collections, and uncompromising quality. Today, MADELEINE operates in seven countries and serves a distinctly mobile-first audience. Around 70% of visitors now engage with the brand via mobile devices. Mobile has also become a major revenue driver, resulting in an almost even split between mobile and desktop sales.
Following its acquisition by GOLDNER, MADELEINE chose ODOSCOPE from day one to build a fully hyper-personalized shopping experience across the entire online store – from product listings and recommendations to onsite search.
www.madeleine.com
The Challenge
MADELEINE's acquisition by the GOLDNER Fashion Group marked a complete digital restart. Within a short timeframe, the company launched a new online store and established an entirely new technology stack while continuing to meet the expectations of its loyal customer base.
From the outset, it was clear that a one-size-fits-all shopping experience would not meet the needs of MADELEINE's diverse audience. At the same time, the new store had little historical customer data available, limiting the effectiveness of traditional personalization approaches. With a high share of mobile traffic, delivering fast, intuitive, and individually relevant shopping experiences became essential.
The challenge was further amplified by a broad product assortment spanning multiple categories, styles, and customer preferences. Without intelligent merchandising, relevant products could easily get lost, especially on mobile devices where screen space is limited – negatively impacting conversion, average order value, and customer loyalty.
The conclusion was clear: hyper-personalization had to be embedded from day one across all key touchpoints and devices.
The Solution: Hyper-Personalization Across Every Touchpoint
MADELEINE implemented ODOSCOPE across all key touchpoints from day one. Every decision is powered by high-dimensional, fully automated real-time analysis completed in under 20 milliseconds without impacting site performance and fully GDPR-compliant, without cookies or tracking pixels.
"ODOSCOPE's product ranking enables us to respond quickly to changing customer preferences and continuously improve key business KPIs."
Susanne Ballandt, Director Marketing & Sales, MADELEINE
Product Listing Optimization
Every category and search results page is individually tailored to each visitor.
Products that are most relevant to a shopper's current intent and context – whether known or anonymous – are automatically ranked higher in real time.
Product Recommendations
MADELEINE uses different recommendation strategies throughout the customer journey.
Recommendations on Homepage and Category Pages
Personalized new arrivals and individually relevant bestsellers help shoppers discover products faster and create a more inspiring entry point into the assortment.
Product Detail Pages
Intelligent outfit recommendations and similar products help shoppers discover matching items, suitable alternatives, and complete looks.
Cart Layer and Shopping Cart
Context-aware recommendations generate additional purchase intent by suggesting complementary products based on the shopper's current selection, helping increase average order value.
Onsite Search
Search is fully hyper-personalized. Results are ranked not only by keyword relevance but also by each shopper's individual preferences and real-time behavior.
As a result, two shoppers searching for the same term can see different results – each optimized for their unique interests and shopping intent.
This high-dimensional, fully automated analysis runs in under 20 milliseconds, without impacting site performance, and remains fully GDPR-compliant—without cookies or tracking pixels.
What is Hyper-Personalization?
Today's shoppers expect products and content that match their current interests and intent. While traditional personalization assigns users to predefined segments, ODOSCOPE evaluates every interaction individually and in real time.
Using its Situationalization approach, ODOSCOPE identifies the most relevant products for every click and every session in under 20 milliseconds – based on current behavior as well as available purchase and browsing signals.
The result is a shopping experience that feels uniquely tailored to every visitor. This approach is especially valuable for newly launched stores like MADELEINE: dynamic real-time look-alike-audiences enable highly relevant product recommendations from day one, even without extensive historical data.
"With ODOSCOPE, we were able to make personalization a core part of the MADELEINE shopping experience from day one. What proved especially valuable was the ability to centrally manage product rankings, recommendations, and search within a single platform."
Loredana Beldean-Leyoldt, UX/UI Manager MADELEINE
The Results: Relevance Drives Growth
By applying hyper-personalization consistently across all key touchpoints, MADELEINE achieved significant performance improvements across its international stores, particularly on mobile devices:
- +20.1% Revenue
- +27.1% Conversion Rate
- +12.5% Average Order Value (AOV)
The results demonstrate the impact of relevance at scale. By delivering individually relevant shopping experiences from the very first interaction, MADELEINE not only increases conversions but also strengthens customer satisfaction and long-term loyalty.
ODOSCOPE's product ranking enables us to respond quickly to changing customer preferences and continuously improve key business KPIs.
Susanne Ballandt
Director Marketing & Sales, MADELEINE
Happy clients
Our Customer Engagement Platform offers delightful experiences to many brands and their users. Read about use cases and what our customers have to say.
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.