Online shopping is no longer something special, rather it’s part of most customers’ everyday life. Therefore, it’s important to make the shopping experience both interesting and as easy as possible. Because online shoppers are used to smooth processes, user-friendly applications, such as filter options or an easily manageable shopping basket, should be standard in professional e-commerce. But the shopping experience itself is also becoming increasingly important. Numerous special features are intended to leave a lasting impression on customers so that purchases continue to be made through the online platform in future as well. Above all, online shops need to be able to stand out from their strong competition.
The PLAYMOBIL® brand was faced with the challenge that basic PLAYMOBIL® products are sometimes cheaper to purchase from retailers than from its own online shop. In addition, a bounce rate before purchases were concluded was able to be determined because customers were often lacking the full package – in other words, a successful user experience with a straightforward process for concluding purchases.