With 40 online shops serving customers in 14 countries, plus physical stores in Germany, France, and Sweden, and a network of service partners across Germany, Internetstores is the leading multichannel retailer for bicycles and other outdoor products in Europe.
To serve its diverse customers—from occasional cyclists to professionals, from road cyclists to mountain bikers and now e-bike riders—Internetstores offers more than 130,000 products from more than 1,300 brands.
Internetstores’s marketing team wanted to give these varied customers and prospects information that matched their interests, at the right time on their preferred channels. To this end, the team relied on software that gathered and evaluated customer data from various sources and translated that into personalized content and product offers. To achieve this segmentation and personalization with limited resources, the system needed to automate customer and sales communications.
To adapt customer communications to customer behavior in the online store, the company wanted to process real-time behavioral data. In addition, the company needed to recognize and address a customer across digital channels.
We want to offer the best customer experience on all channels. With Oracle Marketing and Oracle Responsys Campaign Management, we segment and automate our customer communication. Now we can address each customer group in an individual, targeted way.
Chief Customer Officer, Internetstores
Internetstores has been using Oracle Responsys Campaign Management for several years. Tapping the integration with Oracle Marketing, the modules and functions that the company found particularly helpful included Oracle Infinity Behavioral Intelligence for real-time tracking on the website and cross-program orchestration to personally address customers on various digital channels, from email to mobile to social media. These tools allowed the company to use data from different sources, evaluate the information faster, make customers more relevant offers, and thus, significantly increase sales. “In this area, Oracle currently offers the leading technology in the market,” says Thomas Spengler, chief customer officer of Internetstores.
With Oracle Marketing, Internetstores has been able to increase its customer base by 114% since 2017. Sales growth has averaged 33% annually in recent years.
Thanks to new functionality in Oracle Marketing, Internetstores can now use significantly more data sources for customer and content evaluation. The company can provide offers and customer communications that are much more targeted, particularly for existing customers. For example, the retailer was able to increase the number of successfully sent emails in response to abandoned orders by 109%.
Internetstores uses Oracle Marketing to manage all communication channels, from email, social media, phone, and chat. The system also automates the company’s internal communication, and links available sales channels. For example, customers can order a bicycle online and have it assembled by a service partner or they can pick it up fully assembled from a retailer. All parties involved are automatically informed about delivery progress and subsequent steps.
With Oracle Marketing, Internetstores can also better segment customers. New and existing customers are split into activity-based subsegments and addressed with various programs, such as welcome, onboarding, loyalty, and win-back messages. Oracle Marketing automates communication, such as reactivation emails after extended periods of inactivity, delivers classic campaign communication, such as newsletters, and manages communication that is triggered by actions, such as customer feedback. The system provides real-time tracking of customers during visits to determine which communication method might be appropriate.
Using this comprehensive and targeted content strategy, Oracle Marketing helps Internetstores significantly reduce the number of customer follow-ups.
The company’s staff quickly adopted Oracle Marketing, supported by features such as drag-and-drop filter creation, SQL code for experts, and integrated reporting with easily modified dashboards for displaying relevant key performance indicators. Oracle Marketing’s open architecture and scalability also made it easier to integrate with a recent Internetstores acquisition—one of Europe’s largest bike retailers with online stores in six languages.