Better customer experience through efficient use of existing data.

Within a few years DefShop has grown into one of Europe’s largest online shops for urban fashion. The shop of the Berlin-based company offers more than 250 international brands and more than 21,000 different products in the fields of urban and streetwear as well as hip hop clothing. Around 100 new products are added every day.

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Starting position

The young, strongly growing shop provider DefShop was looking for a solution to optimize the customer experience in order to meet the constantly growing needs of its shop visitors. A promising opportunity for this is offered by the product lists, which to date have primarily been sorted according to the current status of the products. The aim here is to offer its customers a better shopping experience, i.e. a shop that is primarily oriented towards the interests of its users and is structured accordingly. Since the urban fashion specialist has a strong focus on search engine and social media marketing in order to inform its customers about the latest offers, not only existing customers but also many new and above all unknown users are addressed. Due to the high traffic on the shop, DefShop already had a large amount of historical tracking data from different silos. The team was now looking for a solution to merge and exploit them profitably.

DefShop-Produktsortierung-Ohne-odoscope

Original sorting DefShop men’s shoes.

DefShop-Produktsortierung-Ohne-odoscope

Sorting with ODOSCOPE.

Measures and goals

The young, strongly growing shop provider DefShop was looking for a solution to optimize the customer experience in order to meet the constantly growing needs of its shop visitors. A promising opportunity for this is offered by the product lists, which to date have primarily been sorted according to the current status of the products. The aim here is to offer its customers a better shopping experience, i.e. a shop that is primarily oriented towards the interests of its users and is structured accordingly. Since the urban fashion specialist has a strong focus on search engine and social media marketing in order to inform its customers about the latest offers, not only existing customers but also many new and above all unknown users are addressed. Due to the high traffic on the shop, DefShop already had a large amount of historical tracking data from different silos. The team was now looking for a solution to merge and exploit them profitably.

Project achievements

From the very beginning DefShop has generated above-average uplifts using the ODOSCOPE Operational Intelligence platform. Through the platform DefShop is now able to use an infinite number of attribute combinations such as geolocation, time, device, age of the product, stock, etc. to determine the individual product relevance. In coordination with DefShop, the shop-specific needs of the urban fashion retailer were also taken into account in the fine adjustments. Fully automated processes of the ODOSCOPE Operational Intelligence platform not only offer a better, individually tailored customer experience for each individual user, but also relieve the DefShop team with regard to time and manpower: manual settings for product list sorting are now a thing of the past.

Dashboard

ODOSCOPE Dashboard: Comparison of the lists played by ODOSCOPE with the standard sorting of the shop. After only a few days ODOSCOPE delivers a significant uplift.

“ODOSCOPE not only provides us with a respectable uplift, but is also a highly motivated partner with a great service.“ – Matthias Spangenberg, Head of Online-Marketing, DefShop