Customer Journey at Brille24Thorsten Ahlers - Head of MarketingBRILLE24.de

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017

Founded 2007 in Oldenburg, approx. 70 employees

13 Webshops all over Europe

Portfolio: Own-labelled glasses, brands (Ray-Ban, Oakley, Boss, …), exklusive brands (Marshall), and contact lenses

> 1Mio. customers; > 2 Mio. sold glasses

NEW since 03.17: offline partner stores

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ABOUT BRILLE24

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017

MARKETING MIXTAPE

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Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017

ONSITE CUSTOMER JOURNEY

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WHY SHOULD I CARE?

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017

CUSTOMER JOURNEY OPTIMISATION

Decreasing Conversion Rates * 96% leave shop without buying

* ~40% bounce rates

Increasing costs of traffic* Rising Google CPCs

* Adblock and banner blindness

The Mobile Shift* Less Time on Site and PI/Visit

* Less space to present product offer

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Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017

CUSTOMER EXPERIENCE AT BRILLE24

# Personalisation, Segmentation & Testing# Advising, Information & Service

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Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017

PERSONALISATION, SEGMENTATION & TESTING

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FROM DATA TO CUSTOMER SATISFACTION.

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 20178

DATA ACQUISITION

Still a task…Tracking.

Some kind of „data handshake“? Nope. Every tool with its own data.

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 20179

A/B TESTING

Testing

Permanent Testing of# Layouts# Segments # Tools and Features

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201710

GENDER TARGETING

LPs with gender approach:* Layout * Offer* USP / USV

Lowering bounce rates by 40% compared to „Default“.

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201711

ONSITE SEGMENTATION

How to define user gender?

# Cookie History

# Search: Google knows your gender (appr. 70% of user

> Duplicate Adwords Campaigns> Add Gender Targeting to each campaign

# Facebook / GDN / RTB Targeting

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201712

GEO TARGETING

Geo IP Targeting with localoffer.

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201713

GEO TARGETING W/ LOCAL WEATHER

Munich

KielLocal weather basedcampaigns.

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201714

REFERRER TARGETING

X

From Offsite to Onsite:

Drop user with ad clicks tolanding pages with directconnection to the ad campaign(e.g. Limango discountcampaign).

Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201715

Individual ranking ofproducts based on userhistories:

# visited products# bought products

PERSONALISATION AT CATEGORY / LISTING

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