Epoq personalizes the customer journey and inspires shoppers at 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 variety and a personalized customer journey in its online store. With Epoq Inspire, Görtz personally guides 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 in the footwear and accessories category on its successful online marketplace in Germany, Görtz is strategically focusing on e-commerce as a complement to its brick-and-mortar stores. The company, with its many years of experience, does not intend to leave its success in this field to chance. That is why Görtz is strategically focusing on personalizing the customer journey, thereby offering its online shoppers a personalized shopping experience. Timo Bergmann, Head of E-Commerce at Ludwig Görtz GmbH, recently described how this is achieved through personalized product recommendations and the so-called Epoq Inspire in his presentation “On the Path to Checkout” during the Epoq Personalization Experience Day 2021.

Recommendations greet customers on the home and category pages

To provide its customers with the best possible guidance as they navigate the online store, Görtz carefully analyzed in advance how customers typically arrive at the site. Using the Epoq Inspire recommendation engine, the Görtz online store displays personalized product recommendations on the homepage—based on factors such as the visitor’s click and purchase behavior—that are tailored to each individual customer.

In addition to the homepage—which, according to Görtz’s observations, serves as the direct entry point for about 25% of store visitors—recommendations play a particularly important role in the customer journey, especially on the subsequent category and product detail pages. When visiting a category page, customers see product recommendations tailored specifically to them at a glance within the product list. These are seamlessly integrated into the page so that the visitor does not notice the personalization. Especially in the increasingly important mobile view, Epoq Inspire ensures optimal visibility of the product recommendations here. In the next step, the recommendation engine is also integrated into the product detail page, where it provides valuable product recommendations for cross-selling and upselling in addition to product alternatives.

Recommendations are added to the shopping cart and at checkout.

Customers who ultimately add products to their shopping cart through this process are once again presented with personalized product recommendations that are highly visible in the shopping cart layer view. At this stage, Görtz is currently working intensively on designing a targeted additional offering aimed, for example, at cross-selling accessories and skincare products. The same applies to the final stage of the customer journey: the shopping cart. Here, too, Görtz uses Epoq Inspire to display final personalized product recommendations in the form of cross-selling and upselling.

“Overall, we’ve learned a lot since introducing Epoq Inspire,” says Timo Bergmann. “On the one hand, we’ve found that specific product recommendations on the homepage are more effective at driving conversion rates than traditional teasers. On the other hand, both the visibility of the recommendations and the combination of touchpoints and products throughout the entire customer journey are crucial.”