Onlineshop optimization

The Warsteiner Brewery is one of the most traditional large breweries in Germany. Founded in North Rhine-Westphalia in 1753, it is still in family hands today. With annual sales of more than four million hectoliters, the Warsteiner Group is one of the ten largest beer producers in the country and its products are represented in over 60 countries around the world.

Projektbeschreibung

For the WARSTEINER online shop, which sells merchandise, a performance-oriented marketing concept was to be developed in addition to modular adjustments and optimizations after technical and business analysis. After the technical upgrade of the shop and the installation of comprehensive progress tracking, a system for segmenting the user groups was designed, on the basis of which the newsletter will be sent in a personalized and target group-oriented manner in the future.

Umsetzung

The concept aimed to ensure that customers receive advertising that is precisely tailored to their needs. For example, fan articles such as fitness clothing or bags were primarily advertised among athletes, while advertising among barbecue fanatics was more geared towards catering accessories.

The information for segmentation should be obtained from two sources:

• Classification based on purchased products
• Collection of personal data using the INF-O-MAT (Warsteiner Wir Momente)

The INF-O-MAT offers users advantages such as vouchers or exclusive offers to exchange for information about interests, hobbies & demography based on short questions relevant to the topic.

Up to automated email marketing

Automated email workflows were then designed on the basis of this user data. The mails are created once & then sent automatically as soon as the recipients meet certain behavior-based criteria.

In addition, analyzes of the usability of the shop were carried out and based on this, advice was given with regard to conversion rate optimization.