The right tool in real time at Westfalia

Marios Papadias, Head of Online Marketing/eCommerce at Westfalia, had this to say about the cooperation:

“We have been working successfully with the prudsys AG for many years. We were able to implement the new personalization concept quickly and smoothly. We are beyond satisfied with the results and look forward to the upcoming projects.”

The objective

Westfalia runs five successful online shops, each carrying up to 40,000 products, in five countries. In 2015 the strategic decision was made to give the topics of personalization and customer service maximum priority in order to significantly raise the service level and personalize the shopping experience for all customers. The goal was to personalize product recommendations in the online shops in real time, enabling the company to meet the current interests and needs of each individual customer at all times. This would then increase both customer satisfaction and sales.

The solution

In 2015, those responsible drafted a new personalization concept for Westfalia that was in line with the changed requirements. In addition, with the help of the Marketing Factory Consulting GmbH, the prudsys RDE was implemented in all of the mail order company’s online shops within a few weeks. The real-time analytics system is one of the most successful personalization solutions in the world. The module prudsys RDE | Recommendations collects customer behavioral data in the shop and uses it to calculate highly personal recommendations in real time. Both current behavioral data as well as historical transaction data, if available, are used. Using the prudsys RDE enables improved customer service in the online shop and taps perfectly into cross-selling potential. Especially given the great product variety at Westfalia, customers benefit from personalized recommendations at different points in the online shop.

The result

The project’s success was evident shortly after the implementation of the prudsys RDE with a significantly increased conversion rate and sales from recommendations amounting to 12 % of the total revenue. Based on the compelling results Westfalia is planning to personalize other customer interaction channels. The linking of the module prudsys RDE | Newsletter is underway so that newsletter recipients can also receive personalized content. The company would also like to carve out innovative paths in the future with personalized printed catalogs.