The challenge: aligning innovation consistently with the customer
For 50 years, Arnulf Betzold GmbH has been the comprehensive point of contact for learning and teaching materials. Today, the established family business's range includes more than 100,000 items in its online shop, including comprehensive logistics. The digital shift away from a pure catalog business has grown into a successful hybrid of catalog and online retail.
Because digital transformation is also strongly influencing the education sector, Betzold wanted to develop its competitive advantages in e-commerce strategically while keeping product development costs from getting too high. It was important to Betzold to have a partner who develops innovation-driven measures in an agile way and aligns them consistently with customer needs through data-driven analysis and the application of consumer psychology. Broad digital marketing know-how, comprehensive technical support and interdisciplinary teams were meant to ensure that innovation within the company itself is strengthened as well. Looking ahead, it was also essential to understand its own target groups even better in order to increase sales, retention, loyalty and an improved customer experience digitally.
The solution: active personalization in a unique IT structure
Betzold's secret to success was designing a personalization feature aligned with validated customer needs, one that quickly reflects its value in revenue, registrations and sales in practice. That is why the innovation was developed as a minimum viable product. The MVP made sure the necessary functionality was delivered with the least possible effort.
Actionable feedback was then collected in live operation. All functionalities developed can be integrated through the infrastructure konversionsKRAFT created without additional IT effort. This essential technical advantage enables growth as soon as an innovation idea stands out through increased revenue in an A/B test. That's how controllable growth works.
