epoq Personalises the Customer Journey and Inspires the Shop Customers of the Traditional Company Görtz

Also online Görtz accompanies its customers

With more than 50,000 items of footwear and accessories on its online marketplace, Görtz is specifically focusing on e-commerce as a complement to stationary retail. The company, which has many years of experience, does not want to leave its success in this field to chance. For this reason, Görtz is specifically focusing on the personalisation of the customer journey and thus offering its shop customers an individual shopping experience. Timo Bergmann, Head of E-Commerce at Ludwig Görtz GmbH, recently described how this is achieved with personalised product recommendations or the so-called epoq Inspire in his presentation “On the way to the checkout” at the epoq Personalisation Experience Day 2021.

Recommendations help customers on the start and category page

To optimally accompany its customers on their way through the online shop, Görtz carefully analysed in advance how they enter the online shop, for example. With the help of the epoq Inspire recommendation engine, specific product recommendations are already displayed on the start page of the Görtz online shop, depending on factors such as the click-and-buy behaviour of the website visitor, which are individually tailored to the customer.

In addition to the homepage, which Görtz has observed to be the direct entry point for around 25% of shop visitors, recommendations play an important role in the customer journey, especially on the subsequent category and product detail pages. When visiting the category page, the customer receives product recommendations within the product list that are tailored to them 1:1 at first glance. These are seamlessly integrated into the page so that the visitor does not notice the individualisation. Especially in the increasingly important mobile page view, epoq Inspire ensures optimal visibility of the product recommendations. In the next step, the recommendation engine is also integrated into the product detail page and provides valuable product recommendations from the areas of cross-selling and upselling in addition to product alternatives.

Recommendations in the shopping basket and at checkout

Customers who place products in the shopping basket will again receive individual product recommendations with particularly high visibility in the shopping basket layer view. At this point, Görtz is currently working intensively on the design of a target-oriented additional offer, which, for example, aims at the cross-selling of accessories and care products. The same applies to the final stage of the customer journey, the shopping basket. Görtz also places final individual product recommendations here with epoq Inspire in the form of cross-selling and upselling.

“Overall, we have learned a lot since the introduction of epoq Inspire,” reports Timo Bergmann. “On the one hand, we have found that concrete product recommendations on the homepage surpass classic teasers in their effect on the conversion rate. On the other hand, both the visibility of the recommendations and the combination of touchpoints and products across the entire customer journey are crucial.”

About Görtz

Founded in Hamburg in 1875, Görtz has evolved from a classic retailer into a successful omnichannel retail platform. For 145 years, the Görtz brand has stood for fashion expertise and progress. Görtz always offers a unique customer experience with the best advice, long-lasting quality and the most attractive assortment. From the flagship store to the online shop, the Hamburg omnichannel retailer for shoes and accessories offers a wide range of shopping options, whether from a mobile device, from home or on the go in the shop. In the approximately 180 shops and on goertz.de, the omnichannel retailer offers fashion inspiration and versatility. With more than 50,000 shoe and accessory articles, Görtz stands for an extensive assortment for women, men and children, a diverse brand portfolio with over 350 brands.

About epoq internet services

epoq internet services GmbH provides its customers with a unique software suite for the holistic personalisation of digital commerce. With modular, customised services based on artificial intelligence, epoq creates unique shopping experiences along the entire customer journey. The online shoppers receive orientation, advice and inspiration when online shopping. After the purchase, they are provided with relevant shopping news in real time in their personal shopping area, prompting them to visit the online shops daily. In addition, online shoppers are kept up to date with personalised e-mails and thus stay in touch with the online shop.