Creating site-wide single-category experiences in a multi-category online mall

Industry

eCommerce

Channel

Web

Impacted Pages

Homepage

Experience Type

Multi-Touch Campaigns

Implementation Effort

Medium
Who:

DJ-equipment specialty retailer in Germany

Strategy:

To regain their customers’ trust, especially those who frequented the site for DJ equipment, this brand used Multi-Touch campaigns to camouflage every element of their online mall and create site-wide experiences for users interested only in one of their sub-categories.

Creating site-wide single-category experiences in a multi-category online mall Creating site-wide single-category experiences in a multi-category online mall
Hypothesis:

For multi-category retailers, it’s extremely important to personalize experiences for shoppers with different affinities. Showcasing too many products in a particular category a user has indicated no interest in is not only a waste of valuable time, it also creates barriers for the shopper, making it more difficult for them to find what they need. By personalizing multiple touchpoints within one experiment, brands can ensure a consistent customer journey from start to finish.