Club Bertelsmann relies on complete, personalised recommendation marketing through prudsys
Club Bertelsmann customers get next to individual offers in the online shop now also recommendations in the newsletter and on the e-Reader Tolino shine through the prudsys RDE - leading software for real-time personalisation.
(PresseBox) (Chemnitz, )Club Bertelsmann boasts more than 60 years of experience in the book sector with over one million customers. The company has been using the prudsys Realtime Decisioning Engine (prudsys RDE for short) in German online shop derclub.de since 2011 to provide customers with an individual digital shopping advisor that advises them by generating appropriate product recommendations. The customer clicking patterns are analysed in real time and appropriate content is generated accordingly.
Generating that type of personalised content resulted in an increase in customer satisfaction and sales in the online shop for Club Bertelsmann. The company, based in Rheda-Wiedenbrück and Berlin then made the decision to successively expand its personalised recommendation marketing approach. For this reason, prudsys realtime personalisation was implemented in its sister companies in Switzerland (nsb.ch) and Austria (donauland.at) in 2013. The prudsys RDE was also integrated into the mobile shop, on the Tolino Shine eReader and for the personalised newsletter in 2013.
Since then, newsletter subscribers have been taking advantage of personalised recommendations that have a high probability of corresponding to their interests. The prudsys RDE generates different boxes in the newsletter, each with four recommendations that are based on current behavioural data and previous shopping baskets. The prudsys RDE learns from user behaviour and recipient response for future recommendations. In the case of new subscribers with no profile information or historical transaction data, the system falls back on top sellers. Personalised content is only generated once the newsletter is actually opened in real time. At the same time, the availability of the goods is checked so alternative items may be generated if necessary.
But newsletter content is not all that can be personalised. With the digital revolution on the book market, eReaders provided book fans with a completely new format and a variety of possibilities. In March of 2013, Bertelsmann joined forces with project partners Thalia, Weltbild, Hugendubel and Deutsche Telekom to launch the Tolino Shine eReader. The eReader developed by Club Bertelsmann, now in its second generation, offers users top recommendations in the form of books or media items calculated by the prudsys RDE. Personalised recommendations are displayed for the customer here as well.
“We have been using the prudsys RDE since 2011, using real time personalisation to increase Club Bertelsmann’s conversion in the online shop and offer customers added service value”, explains Dirk Wilhelm, Marketing Manager Online at Club Bertelsmann. “For us it was a logical consequence to expand the use of the prudsys RDE as part of a complete personalised customer approach to include other shops and new channels”, concludes Dirk Wilhelm.