Press releases - Details

Individual shopping experiences in the C&A online shop

By: Sandra Koegel

C&A has integrated the prudsys AG real-time decisioning engine (abbreviated to: prudsys RDE) in its online shop. From now on C&A customers and shop visitors will receive individual product recommendations that correspond to their actual purchase preferences. Through the use of real-time analytics systems the company, which is based in Düsseldorf, can increase its conversion rate and address its customers in a targeted manner.

C&A not only stands for high quality fashion at low prices but also for innovative customer service.
In order to address its customers in an even more targeted and personal manner and to sustainably improve customer satisfaction, C&A Online GmbH decided to use the prudsys AG real-time decisioning engine (abbreviated to: prudsys RDE).

The prudsys RDE analyses the customer's buying behaviour in the C&A Online Shop with the aim of offering personal product recommendations that are highly relevant to customers and visitors. The first phase was to integrate the RDE | Recommendations module into the online shop. Compared with traditional shopping basket analyses, this module has self-learning analysis processes and is therefore able to not only include historic data such as previous "shopping baskets" and purchases in the analysis but rather also such additional aspects as interest behaviour in the shop (e.g. via click paths) and the responses of the customer/visitor to the recommendations. The module uses the results of these analyses to continuously improve the quality of its recommendations fully automatically and using self-learning.

So from now on online customers and shop visitors will receive product recommendations at various points when visiting the shop and during the buying process that will match their personal preferences.

C&A is the first fashion company to use intelligent list sorting. Therefore the prudsys RDE | Recommendations not only modifies product recommendations to landing pages, product detail pages or ordering pages. It can also sort product summary pages for personal customer relevance.

In a second phase the company plans to expand this personal addressing of the customer, e.g. with the personalised presentation of teasers, and transfer it to other channels. In the next step another prudsys RDE module, the RDE | Newsletter will be implemented to not only deliver personalised content (e.g. adverts with personal relevance) to customers but also to personalise the newsletter such that the content corresponds to the customer's or newsletter recipient's interests and preferences.

"The prudsys RDE persuaded us because of its analytical approach. The resulting product recommendations are of real added value to our customers," commented Ralf Rothberger, Director C&A E-Commerce.“

The technical implementation including the comprehensive testing and setting up of a reliable system, took less than three months, in particular as a result of the cooperation with Metrada, the leading supplier of e-commerce solutions in Europe.

Further information prudsys RDE | Recommendations

 

---

---