Ankerkraut expands the customer experience in e-commerce by personalizing another touchpoint

Ettlingen, April 6, 2020 – Ankerkraut, the flavor manufacturer from Hamburg, offers spicy enjoyment without flavor enhancers or artificial colors for the perfect BBQ experience. But that's not all: the Ankerkraut online shop, one of Ankerkraut's most important sales channels, wants to further perfect its customer experience in e-commerce. To this end, Ankerkraut is personalizing another touchpoint in its online shop – the search function – with the support of epoq internet services GmbH, the expert in online shop personalization.

For Ankerkraut, personalization is an essential component of the perfect customer experience in e-commerce.

Ankerkraut always ensures the right flavor with fresh, high-quality, and lovingly composed spice blends. The Hamburg-based flavor manufacturer's range offers everything your heart and palate desire, from kitchen basics such as oregano, paprika, and curry to homemade BBQ rubs and special blends to fine salts and pepper compositions made from nine different peppercorns. The family-owned company from Hamburg is now represented in more than 5,000 stores. In addition, the online shop is a central point of contact and, just like the spices, requires a special ingredient—personalization.

"Our quality standards do not end with the production of spices and spice blends; they extend to all areas of the company, including our online shop. We want to offer our customers a consistently perfect customer experience—in terms of taste, but also in e-commerce. That's why we focus on personalization, among other things," says Robin Haas, Marketing Team Leader at Ankerkraut. Personalization allows every online shopper to be addressed individually, similar to brick-and-mortar retail. This makes personalization an important component of the perfect customer experience in e-commerce, which Ankerkraut is continuing to expand.

At Ankerkraut, customers find the ideal products for their needs and are also inspired.

“We’ve been placing a greater emphasis on personalization since 2018. The first initiatives we implemented in collaboration with Epoq were cross-selling recommendations on product detail pages. Based on their individual click and purchase behavior, customers are shown relevant complementary products that they can add directly to their shopping cart. This has had a direct impact on both the average cart value and the conversion rate,” Robin Haas continued. More information on the cross-selling recommendations is available in thecase study.

Ankerkraut recently began using Epoq’s smart search feature. This helps customers find their way around the online store and, for example, the blog, and directs them straight to the product or content they’re looking for. In addition to products, finding editorial content is also important, as Ankerkraut has a lot to offer in the area of content marketing, such as recipes for a barbecue or information on nutritional values. WithEpoq Search, Ankerkraut is even closer to delivering the perfect customer experience in e-commerce.

“That’s why we at Epoq always put the customer first. By that, we don’t just mean the store owner, but also the online shopper. Because if the shopper is satisfied, the store owner will be too. That’s why our mission is to identify customer needs and make e-commerce increasingly intelligent, so that customers can always be addressed on an individual basis,” says Thorsten Mühling, CEO and founder of Epoq.