The individualization of the Customer Experience and the DSGVO: Two things that couldn’t be more different. But the solution to this supposed imbalance is simple: in addition to the personal data used in conventional personalization, online merchants also have other data sources that allow them to deduce the interests of users. These data sources result from situation data or situation-related data, which are automatically supplied with every access to the shop. They consist of various freely accessible information such as referrers (Facebook, Google, newsletter, etc.), devices (smartphone, desktop, etc.), operating systems (Windows, macOS, etc.), browsers (Firefox, Chrome, etc.), weekdays or times of day. The identity of the shop visitor is completely irrelevant, because the data is only processed as a set of abstract properties and is anonymous.
With this situation-related data, even the interests of an anonymous visitor can be analyzed before his first click without interfering with his privacy. These characteristics of the shopping situation represent the basic framework for solving the dilemma of personalization, as well as for individualizing the customer experience – the Situationalization of ODOSCOPE. This is regarded as a new dimension of personalization and individualizes all digital touchpoints instead of using personal data on the basis of current user needs derived from situational data. The result: the automated playout of products in product lists, tailor-made product recommendations, article feeds, promotion pages, landing pages etc. which have the highest conversion probability for the user. This makes the customer experience much more efficient and convenient.
The situationalization solution also offers further possibilities for optimizing the customer experience: Since the platform not only works with situation-related data but can also take existing data from other systems (CRM, CMS, or ERP) into account, optional data about users such as purchase history, brand affinity or preferred size can be integrated into the situationalization process.
In addition, the integrated business logic enables shop operators to define their own target functions and align them with their business objectives. In this way, returns can be reduced, margins increased, private labels pushed, or stocks sold off. Via the intuitive ODOSCOPE Dashboard, the shop operator can also view the data at any time and control the system fully automatically.
This is how GDPR-compliant individualization for E-Commerce works!