Published on 06-Feb-2012
"Usability is simple and intuitive. Coremetrics offers very attractive and intuitive visualization options. We have had the highest expectations for our online business; with Coremetrics, we were able to exceed our ambitions with ease" - Sergej Karpacev E-Commerce Hanseatic Wine & Champagne
Hawesko (Hanseatic Wine & Champagne Kontor )
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Marketing
Hanseatic Wine & Champagne Kontor is the leading distributor of premium wines and champagne in Germany. Founded as Hawesko Holding AG in 1964, the company has grown to become the prevalent German importer of top quality wines from the leading wine regions around the world.
Hawesko needed to simplify the navigation and order process and increase conversion rates through more effective customer segmentation and targeted cross-selling.
IBM Digital Analytics gathered website performance metrics and measured the effectiveness of marketing campaigns, which helped Hawesko implement targeted promotions and personalized cross-selling.
§Enables differentiated analyses of online customer interactions §Gathers performance metrics for the website and measures the effectiveness of marketing campaigns §Provides an overview and direct comparison of marketing channels
Hanseatic Wine & Champagne Kontor is the leading distributor of premium wines and champagne in Germany. Founded as Hawesko Holding AG in 1964, the company has grown to become the prevalent German importer of top quality wines from the leading wine regions around the world. About one million customers use the company’s comprehensive online selection of wine and champagne products, with approximately 1,250 different labels. Early on, Hawesko set the bar high in the online sector. Already the largest wine distributor in Europe, Hawesko moved online in 1999 and received industry recognition for its online store and multiple catalogs. In addition to the broad selection of products, the website is also noted for its usability and security.
Hawesko was looking for a comprehensive web analytics solution to provide the insight needed to simplify the navigation and order process for customers, to feature more effective promotional zones and to optimize conversion rates and marketing return on investment (ROI) through effective customer segmentation and targeted cross-selling.
Hawesko implemented IBM® Digital Analytics to gather performance metrics for the website and measure the effectiveness of their marketing campaigns. With this information, Hawesko was able to implement highly targeted product promotions and personalized cross-sell campaigns.
One of the most common processes is the analysis of product sales by product category and the subsequent performance analysis of promotional zones on the site. Based on the results of the analysis, promotional zones are tested for efficiency per product category and modified if necessary. In addition to evaluating marketing campaigns, the system also offers analysis of individual e-commerce processes. This information allows Hawesko to easily identify highly popular product combinations. That data also provides critical insights on the products and pages that have the highest conversion and abandonment rates. Furthermore, Coremetrics also offers flexible segmentation options, enabling a differentiated perspective on how browsers and customers interact with the online shop, from which sources they arrive at the site and what technology they use (browser, screen resolution and connection speed). This data enables Hawesko to analyze and optimize the entire conversion path, from initial contact to closing a transaction and ordering the newsletter. The cross-sell module from Coremetrics—IBM Product Recommendations—uses web analytics to automatically generate relevant product recommendations based on comprehensive, anonymized browsing data.
IBM Digital Analytics enabled Hawesko to improve the usability of the website and increase conversion rates. All marketing campaigns have attained a high degree of transparency, allowing continuous analysis and optimization of the campaigns. As a result, website traffic increased and, more importantly, the quality of traffic improved. The successful monitoring of promotional zones and the entire site enabled quick identification and improvement of underperforming areas, which in turn significantly improved the performance of product promotions. Hawesko has also successfully used IBM Digital Analytics for A/B testing. “The IBM Coremetrics solution enables us to conduct differentiated analyses of online customer interactions and the connection between marketing campaigns and conversion,” said Sergej Karpacev, E-Commerce at Hawesko. “Usability is simple and intuitive despite its comprehensive reports, multiple performance indicators and extensive segmentation opportunities. Moreover, Coremetrics offers very attractive and intuitive visualization options. Of particular convenience is the overview and direct comparison of marketing channels, from which direct measures can be derived.”
For more information
To learn more about IBM Coremetrics, please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/marketing-solutions
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