Ankerkraut Enhances the Customer Experience in E-Commerce by Personalising a Further Touchpoint

At Ankerkraut, personalisation is a key component for the perfect customer experience in e-commerce

Ankerkraut consistently delivers the right taste with fresh, high-quality and lovingly prepared spice mixes. The Hamburg-based spice manufacturer’s product range offers everything from kitchen basics like oregano, paprika and curry to homemade BBQ rubs and special mixes, and even elegant salt and pepper compositions from nine different pepper corns, everything your heart – and your palate – desires. While the family-run company from Hamburg can now be found in over 5,000 stores, the online store is the central contact point and, just like the spices, it too requires that special ingredient – personalisation.

“Our quality guarantee doesn’t stop at manufacturing high-quality spices and spice mixes, it covers all areas of the business, including our online store. We want to offer our customers an absolutely perfect taste and e-commerce experience. That’s why we rely, among other things, on personalisation,” says Robin Haas, Marketing Team Leader at Ankerkraut. That’s because with personalisation, every shopper can be approached individually, a bit like in a physical store. Personalisation is therefore an important part of the perfect customer experience in e-commerce that is being enhanced at Ankerkraut.

At Ankerkraut, customers not only find the ideal products for their needs – they also find inspiration

“We’ve been heavily focused on personalisation since 2018. Our first measures, which we put into action together with epoq, were cross-selling recommendations on individual product pages. Based on their individual click-and-buy behaviors, customers were inspired with matching add-on products which they could add to their basket directly. This had a visible impact on shopping cart values and conversion rates,” Robin Haas continues. More info on cross-selling recommendations can be found in our Case Study.

Ankerkraut recently began using intelligent searching from epoq. This helps customers in finding their way around the online shop or the blog and takes them directly to the desired product or content. As well as products, finding the editorial content is also important, since Ankerkraut has plenty to offer in terms of content marketing, such as recipes for grill night or information on nutritional values. Thanks to epoq Search, Ankerkraut is one step closer to the perfect customer experience in e-commerce.

“That’s why our focus at epoq is always on the customer. By that, we don’t mean just online shop owners but online shoppers too. Because if the customer is happy, the online shop owner is happy as well. Our mission is therefore to identify customer needs and keep on making e-commerce more intelligent so that customers can always be addressed individually,” says Thorsten Mühling, Founder and CEO of epoq.