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Case Study VAUDE (EN)

VAUDE Zeltberater
VAUDE is a German producer of mountain sports equipment and was founded in 1974 by Albrecht von Dewitz. The family-run business particularly prides itself on producing products which are environmentally friendly. They are also a member of the Sustainable Textile Committee. In 2015, VAUDE was awarded as being "Germany's Most Sustainable Brand" and in 2012, they obtained turnover of around 100 million euros and an employment quota of 1600 employees.

VAUDE relies on excentos' product advice technology to offer their customers a high quality online service.

The task

Provide high quality advice online - comparable to that of In-store

  • Advise to a standard comparable to that of a top outdoor sales specialist
  • Serve different target groups with expert knowledge so that newcomers can quickly and easily find a product and enthusiasts still have the important product information at hand
  • Present VAUDE as the leading producer of mountain sports equipment
  • Easy to convey and compare product information and features
  • Automatically be able to cope with new product lines and buying trends
  • Recommend suitable products from a wide range available
  • The ability to also advise customers through intelligent chatbots

Our solution

Intelligent Product Guides for every kind of outdoor ethusiast

  • Intelligent consultation process which covers everything required to make a purchasing decision
  • Seamless integration into the VAUDE website and branding
  • Additional branding which emphasizes VAUDE's commitment to environmental sustainability
  • A direct product comparison which provides access to all important product information
  • Automatic import of VAUDE product data so that even the newest products become available immediately
  • Intelligent Chatbots automatically help and advise - 24//7!

Discover the Vaude Tent Guide

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Download our detailed VAUDE case study as PDF

VAUDE CASE STUY PDF

    • The Tent Guide leads VAUDE customers to their perfect tent in five simple steps. In order to ensure that VAUDE can find the tent which is right for you, the advisor will require some information about the quantity and weight of people who will use the tent, its intended use, the expected surface and weather conditions, as well as any material preferences.

    • whether you are a mountain climber or hobby camper, the Tent Guide can recommend every kind of customer their perfect tent.

    • even more complex requests, such as minimum weight, maximum amount of space and stability can be catered for
    VAUDE Welcome
    Personalized recommendations
    User-oriented faceted search
    Self-optimizing recommendations
    Good usability thanks to optimized widgets
    • For this step Your Adventure VAUDE customers can select their tent's intended purpose. The multiple choice options allow the customer to define different uses for their tent without any restrictions in how many options they can select.

    • The explanatory descriptions inform the user of which product attributes are particularly relevant to their intended purpose, for example, if you select Mountaineering, then it will explain that weight and how much you pack should be taken into consideration.
    VAUDE Adventure
    Personalized
    recommendations
    User-oriented
    faceted Search
    Self-optimizing
    recommendations
    Good usability thanks to
    optimized widgets
    • Information about expected climatic and surface conditions are used to determine the optimal tent construction and material.
    • Weight and other convenient preferences, such as additional features can also be defined by the user.
    VAUDE Willkommen
    Personalized
    recommendations
    User-oriented
    faceted search
    Self-optimizing
    recommendations
    Good usability thanks to
    optimized widgets
    • With smart pre-selection, VAUDE customers can select a tent construction straight away. Smart pre-selection offers a pre-selection based on previously-entered information, which can be customized by the user at any time.
    VAUDE Weather
    Personalized recommendations
    User-oriented faceted search
    Self-optimizing recommendations
    Good usability thanks to optimized widgets

Want to find out more about the Tent Guide?

Let's talk

Product Detail Pages: Turn Visitors into Customers - Part 2

In the second part of Product Detail Pages: Turn Visitors into Customers, we focus on user reviews, videos, cross-selling and stock information. While some of these features have established themselves as an integral part of Product Detail Pages, for example, user reviews, others are used less regularly yet have still shown significant potential in increasing conversion rates and customer satisfaction.

1. User and Customer Reviews

It's simple, customers trust other customers. Products that have been positively reviewed by a considerable amount of users are more likely to be bought. Other factors, next to the number of reviews, have an influence on the perceived trustworthiness. Specific and detailed user profiles should be promoted because more detailed user profiles display authenticity. For example, the review provided by a user who has a visible profile with a decent number of reviews or even a social media profile is more trustworthy than Mr. X without any profile information. Other factors include the length and quality of reviews. Detailed reviews show an understanding of the product and explain the criteria of evaluation which can be helpful to convince potential customers focused on this criteria.

Amazon Customer Review

Source: Amazon.com

The online shopping platform Amazon successfully encourages customers to provide detailed reviews which then leads to lively discussions amongst participating customers. The evaluation of customer reviews by other customers and users help to filter low quality or fake products.

2. Videos

In Product Detail Pages, embedded videos are a valuable tool in display convincing advantages about your proudct and increasing your conversion. They demonstrate the product's usefulness in everyday situations and give easy-to-understand information. More complex products, which need an introduction, profit the most from how-to use explanatory videos. Additionally, videos can suggest alternative uses as well as tips and tricks.

Product Videos Source: Nest.com

Nest the home automation producer of thermostats embeds videos which successfully explain their products, the use and the concept.

3. Cross Selling

Another way to increase the shopping cart value of your potential customers is cross-selling options within the Product Detail Page. There are different types of cross-selling. The easiest way to initiate cross-selling is to offer complementary products that are essential. In other words, offer product B as an addition to product A in order for product A to fully function, e.g. a toy which requires batteries. Another option is to offer products that are similar to the chosen product. This is a great option for upselling by showing other similar products with different prices. Shop your style provides customers with a list of products that fit the style of their original chosen one. For example, the customer searches for jeans and the cross-selling option shows them a matching jacket.

Ikea Cross Selling Source: Ikea.com

Ikea demonstrates a great example of complementary cross-selling. The world's largest furniture retailer offers its customers looking at this lamp Melodi a fitting light bulb to go with it.

4. Stock Information and Delivery Options

It is certainly possible to display stock information simply by writing: available or not. Showing slowly depleting stock can have a positive effect and cause a surge in orders as soon as a certain stock level is reached. Stock level information can also simplify the delivery process and customer's access to the product.

Best buy Stock information Source: Bestbuy.com

The online shop of the consumer electronics retailer Bestbuy combines stock information with product delivery. Customers have the option to choose delivery or pick up in store according to availability of the products.

Conclusion

The above-considered components are not represented in every shop or website's Product Detail Page but they are becoming increasingly essential and popular. Videos provide additional information about the most complex products in a simple and easy-to-understand way. High-quality customer reviews convince customers of quality and advantages of displayed products. While cross-selling allows you to increase shopping cart values, the proper display of stock information can cause a surge in sales and improve your logistics, especially when combined with delivery options. Overall, we find that not every Product Detail Page needs all of the components we have reviewed in part one and two of our analysis. Every component has the potential to increase sales and customer experience if applied appropriately to the products at hand and the customer's needs. Therefore, it always remains necessary to shape your Product Detail Page according to your product and your target group.

Provisions

Your provisions:
What is required for a great Product Guide?



There is not so much that it needs to create a great Product Guide:
An Advisor Concept configured in the excentos Workbench, connecting your data feed and an integration page in your shop / CMS system.



Depending on your requirements, you can develop the Product Guides entirely by yourselves, or use excentos as a full-service provider. Unless stated otherwise in an individual quote, you as our customer are responsible to provide the following:

# PROVISION DESCRIPTION
1 Product data feed The Product Data Feed is needed in order to calculate product recommendations.
If you want to set up the Product Guide entirely by yourselves, the data feed needs to comply with our data feed requirements, i.e. be a structured CSV feed.
Our comprehensive documentation shows which data attributes are required.
If you have more complex data formats or want support from excentos, please check out our data preparation packages.
2 Advisor concept The advisor concept is the heart of your Product Guide:
It covers all questions and answer options, the question flow and recommendation behavior. You can develop the advisor concept entirely by yourself, or alternatively rely on excentos advisor concept services. In any case, you can continue refining your Product Guide in the Workbench, so it's all yours.
3 Text and image content Your customers want to make educated buying decisions and encounter a great shopping experience. That's why high-quality text and image content are crucial for successful Product Guides.
Depending on the theme you are using, there can or shall be more or less content and you please create and maintain all content directly in the Workbench.
In case you want excentos to provide the content, please see our content services.
4 Integration pages The integration page is where the Product Guide is integrated within your shop or website.
You will only need to copy-paste some lines of script code into your integration page and the Product Guide will show up.
Please provide an Integration Page for the following environments:
  • service-environment for productive use or your Product Guide
  • stage-environment for our joint testing and optimization before actual releases go live
The Integration Pages shall be provided throughout the entire cooperation for effective testing, development and operations. See also our Service and stage environments documentation.

We assume free access to your Integration Pages (i.e. no additional efforts for any VPN or firewall systems).
If you want to test whether the site integration works before signing up to excentos, please use our Site integration quick test. Once you are on board, we assume that the site integration works properly and that there are no conflicts between your shop / CMS / JavaScript / web frameworks and excentos, and all efforts for analysis, support or debugging will be invoiced upon prior notice.
(5) Integration into your Consent Management
(optional, but advised)		 The excentos Product Guides track valuable usage data and use Cookies. Our tracking is fully GDPR compliant (please refer to our Data Processing Agreement and Cookie usage for further information).
Since excentos acts as your data processor, you are responsible to get the user's consent to be fully GDPR compliant on your side. excentos provides documentation and copy-paste templates for your Consent Management Tool.
You can optionally implement against an API provided by excentos to take over the values set by your website visitors in your Consent Management Tool to excentos (e.g. a visitor of your website opts out for all Cookies in your Consent Management Tool, and the opt-out would then be provided to the excentos tracking parameters via the API).
excentos provides the API and documentation for free.


Further information

Depending on your requirements and the Workbench Edition you are using, it may be necessary to provide us with more information. We will document those topics in a project-specific documentation in our collaboration tools. Examples are:
  • styleguide (e.g. for ENTERPRISE projects)
  • font files (if you want to use your custom font instead of using one of the many common web browser fonts)


Please note that there are no additional costs if you provide all of the above provisions according to our documentations yourselves. All support or consulting related to providing the provisions will be invoiced according to time & material or provided by a Support Package, if available.

Workbench Video Tutorial Create Advisor Concept

Create the Advisor's Concept in
the Concept Board

Learn how to create and edit all Questions, Answer Options and content to create powerful Advisor Concepts

Defining the Concept of your Product Guide is very easy - simply add Questions & Answer Options and upload images & explanation content.

Your concepts can include every detail that really helps to guide your customers towards the buying decision.



Additional resources:

  • see a quick overview of how to create and publish your Product Guides in 45 seconds in this short video
  • See our Product Guide Concept Manual. It contains many tips and tricks and best practices. It provides you with a step-by-step approach that helps you develop great concepts and solving even complex conceptual challenges

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