epoq personalizes the customer journey and inspires shop customers of the long-established company Görtz

Ettlingen, December 15, 2021 – As an established brand and successful omnichannel retailer, Görtz is rising to the challenges of e-commerce. To offer its customers a shopping experience that is just as exclusive and personalized as in its approximately 180 stores, Görtz focuses on product diversity and a personalized customer journey in its online shop. With epoq Inspire, Görtz personally accompanies each customer on their path to checkout.

Görtz does not leave its customers to fend for themselves online either

With more than 50,000 items from the footwear and accessories sector on its successful online marketplace in Germany, Görtz is focusing specifically on e-commerce as a complement to brick-and-mortar retail. The long-established company does not want to leave its success in this field to chance. That is why Görtz is focusing specifically on personalizing the customer journey, 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 personalized product recommendations or the so-called epoq Inspire in his presentation "Auf dem Pfad zum Checkout"(On the path to checkout) at the epoq Personalisation Experience Day 2021.

Recommendations greet customers on the home and category pages

In order to provide its customers with optimal support as they navigate the online shop, Görtz carefully analyzed in advance how they enter the online shop, for example. With the help of the epoq Inspire recommendation engine, specific product recommendations tailored to individual customers are displayed on the Görtz online shop's home page, depending on factors such as the website visitor's click and purchase behavior.

In addition to the home page, which, according to Görtz's observations, is 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 immediately sees product recommendations tailored specifically to them within the product list. These are seamlessly integrated into the page so that visitors do not notice the personalization. Especially in the increasingly important mobile page view, epoq Inspire ensures optimal visibility of product recommendations. In the next step, the recommendation engine is also integrated into the product detail page, where it provides valuable product recommendations from the areas of cross-selling and upselling in addition to product alternatives.

Recommendations are added to the shopping cart and at checkout.

Customers who ultimately place products in their shopping cart in this way receive individual product recommendations with particularly high visibility again in the shopping cart layer view. Görtz is currently working intensively on designing a targeted additional offering that aims, for example, at cross-selling accessories and care products. The same applies to the final stage of the customer journey, the shopping cart. Here, too, Görtz uses epoq Inspire to place final individual product recommendations in the form of cross-selling and upselling.

"Overall, we have learned a lot since introducing epoq Inspire," reports Timo Bergmann. "On the one hand, we have found that specific product recommendations on the home page outperform traditional teasers in terms of their effect on the conversion rate. On the other hand, both the visibility of the recommendations and the combination of touchpoints and products throughout the entire customer journey are crucial."