Hanseatisches Wein & Sekt Kontor increases online revenue

Optimizing e-commerce with IBM Digital analytics

Published on 20-Dec-2012

"The solution from IBM Coremetrics offers us a differentiated analysis of customer interaction, as well as an interplay between marketing activities and sales conversions. The solution provides comprehensive reports, key performance indicators and segmentation capabilities, while remaining user-friendly and intuitive. Our online shop has always generated high demand – and thanks to IBM Coremetrics, we can now satisfy that demand with ease." - Sergej Karpacev, E-Commerce department, Hanseatisches Wein & Sekt Kontor Hawesko

Customer:
Hanseatisches Wein & Sekt Kontor

Industry:
Retail

Deployment country:
Germany

Solution:
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Planet

Smarter Planet:
Smarter Solutions for Retail

Overview

Hanseatisches Wein & Sekt Kontor (Hawesko) is the leading distributor of premium wine and champagne in Germany. Founded as Hawesko Holding AG in 1964, the company has become the most significant German importer of top-quality wine from leading wine regions all over the world. Around a million customers take advantage of its extensive range of products, choosing from around 1,250 different types of wine and champagne.

Business need:
Hawesko wanted to gain deeper insights into user behaviour with a comprehensive web analytics solution, and use this knowledge to improve e-commerce processes and deliver optimised product recommendations.

Solution:
Hawesko implemented a comprehensive IBM Coremetrics solution to measure the efficiency of its marketing activities, to optimise its web shop based on new insights into user behaviour, and to use advertising space on its website to deliver targeted cross-selling offers. Today, the company has been able to improve the usability of its e-commerce site substantially and achieve significant higher conversion rates. Additionally, any issues can now be detected and resolved with greater agility.

Benefits:
Increased web traffic to the company’s e-commerce website and boosted customer sales conversion rates. Improved identification and resolution of website usability issues. Enables the creation of more effective, targeted advertisements.

Case Study

Hanseatisches Wein & Sekt Kontor (Hawesko) is the leading distributor of premium wine and champagne in Germany. Founded as Hawesko Holding AG in 1964, the company has become the most significant German importer of top-quality wine from leading wine regions all over the world. Around a million customers take advantage of its extensive range of products, choosing from around 1,250 different types of wine and champagne.

Hawesko was an early participant in the online retail industry, and has always set high standards – the company has been selling its products online since 1999, and has received multiple awards for its e-commerce site and catalogue. In addition to a large range of products, the website has also won a wide user-base thanks to its high security and usability.

The company puts a lot of effort into analysis of its e-commerce activities. It regularly analyses product sales by category and monitors the effectiveness of teaser advertising campaigns on the site. Based on the results of the analysis, teaser adverts can be tested on their efficiency per category, and can be changed if necessary. As well as the overall analysis of marketing operations, analyses of individual e-commerce processes are also possible: by analyzing combined purchases, the company can identify popular product combinations.

Challenges
Hawesko was looking for a comprehensive web analytics solution to increase the user-friendliness of the website navigation and ordering process for customers and organise promotion areas more effectively. It also wanted to optimize ROI and improve the sales conversion rate by segmenting customers more effectively and introducing targeted cross-selling.

Solution
Hawesko implemented a comprehensive web analytics solution using IBM Coremetrics technologies. The solution comprised IBM Coremetrics Analytics™ software, customised with various additional modules. Today, the company is able to gather key metrics on the use of its e-commerce site and the overall efficiency of its marketing operations. Based on this information, the company can implement targeted promotions and take advantage of cross-selling opportunities.

At the same time, the heuristic analysis of past sales data tells the company which products are likely to succeed or fail. Flexible segmentation capabilities allow a differentiated view of online customer interaction and visitors, and the ways in which they experience the website (for example, which web browser they are using, and what their screen resolution and connection rate are).

Entire conversion paths (for example, from the initial contact to the ordering of a newsletter) can be specifically analyzed and optimized. In addition, IBM Product Recommendations, a module designed to enhance cross-selling, generates automatic product recommendations from the analysis of anonymised data.

Results
Hawesko has seen an improvement in usability and conversion rates on its e-commerce site since implementing this extensive web analysis solution. The company can leverage data from its e-commerce site to determine the success of its campaigns, allowing it to create more effective, targeted advertisements. The company has not only seen an increase in web traffic, but also an improvement in the customer conversion rate.

More generally, the successful monitoring of teaser advertisements and site performance has led to problems being identified and solved quickly, which, in turn, has improved the performance of teaser campaigns enormously.

The IBM Coremetrics analysis has also been successfully utilised to provide A/B testing, in which subtle variations in advertisements are tested on a number of independent audience groups to discover which aspects of an advertisement are best received.

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Digital Analytics, IBM Product Recommendations

Legal Information

© Copyright IBM Corporation 2012. IBM Deutschland GmbH, 71137 Ehningen, Deutschland. ibm.com/de. IBM Österreich, Obere Donaustrasse 95, 1020 Wien. ibm.com/at. IBM Schweiz, Vulkanstrasse 106, 8010 Zürich. ibm.com/ch. Produced in Germany, August 2012. IBM, the IBM logo, ibm.com, Let’s Build A Smarter Planet, Smarter Planet, the planet icons and Coremetrics are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of other IBM trademarks is available on the Web at “Copyright and trademark information” at: ibm.com/legal/copytrade.shtml. References in this publication to IBM products, programs or services do not imply that IBM intends to make these available in all countries in which IBM operates. Any reference to an IBM product, program or service is not intended to imply that only IBM’s product, program or service may be used. Any functionally equivalent product, program or service may be used instead. All customer examples cited represent how some customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics will vary depending on individual customer configurations and conditions. IBM hardware products are manufactured from new parts, or new and used parts. In some cases, the hardware product may not be new and may have been previously installed. Regardless, IBM warranty terms apply. This publication is for general guidance only. Photographs may show design models.