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Ein breites Know-how im Digital-Marketing, umfassende technische Betreuung sowie interdisziplinäre Teams sollten sicherstellen, dass auch die Innovationsförderung im eigenen Unternehmen gestärkt wird. Mit Blick auf die Zukunft war es zudem essentiell, die eigenen Zielgruppen noch besser zu verstehen, um Abverkäufe, Bindung, Loyalität und ein gesteigertes Kundenerlebnis digital zu steigern.",{"type":42,"content":1081},[1082],{"text":1083,"type":513}," ",{"type":1053,"attrs":1085,"content":1086},{"level":1055},[1087],{"text":1088,"type":513},"Die Lösung: Aktive Personalisierung in einzigartiger IT-Struktur",{"type":42,"content":1090},[1091],{"text":1092,"type":513},"Das Erfolgsgeheimnis lag bei Betzold darin, eine Personalisierungsfunktion zu entwerfen, die sich an validen Kundenbedürfnissen ausrichtet und in der Praxis zügig den Mehrwert in Umsatz, Registrierungen und Verkäufen widerspiegelt. Daher wurde die Innovation als Minimum Viable Product entwickelt. Das MVP stellte sicher, dass mit geringstmöglichem Aufwand der notwendige Funktionsbedarf bereitgestellt wird.",{"type":42,"content":1094},[1095],{"text":1096,"type":513},"Im Live-Betrieb wurde anschließend handlungsrelevantes Feedback gesammelt. Alle entwickelten Funktionalitäten können durch die von konversionsKRAFT geschaffene Infrastruktur ohne nachträglichen IT-Aufwand integriert werden. Dieser essentiellen technische Vorteil ermöglicht Wachstum, sobald eine Innovationsidee durch Umsatzsteigerung im A/B-Test auffällt. So geht kontrollierbares Wachstum.","richtext-text",[],{"_uid":1100,"head":1101,"cards":1116,"theme":124,"alignment":1045,"component":667,"cards_per_row":668,"icon_position":669,"action_buttons":1162,"bordered_cards":81},"beaabb48-54d6-4213-b14c-def07d46f00b",[1102],{"_uid":1103,"kicker":30,"headline":1104,"component":514,"subheadline":1113,"show_top_line":81},"0a2c1f11-7b8d-4959-a285-0803d179e61c",{"type":39,"content":1105},[1106],{"type":1053,"attrs":1107,"content":1108},{"level":1055},[1109],{"text":1110,"type":513,"marks":1111},"Ziele der datengetriebenen Innovation",[1112],{"type":1071},{"type":39,"content":1114},[1115],{"type":42},[1117,1132,1147],{"tag":30,"_uid":1118,"icon":1119,"text":1125,"image":1128,"button":1130,"headline":1131,"component":548},"51a5e31e-859a-4bd5-9d91-b70d8127fb27",{"id":1120,"alt":1121,"name":30,"focus":30,"title":1122,"source":30,"filename":1123,"copyright":30,"fieldtype":49,"meta_data":1124,"is_external_url":51},23160807,"Eine Glühbirne mit zwei Ellipsen und kleinen Karo-Symbolen drumherum","Inspiration","https://a.storyblok.com/f/328018/150x150/14e191b011/inspiration-heller-bg.svg",{"alt":1121,"title":1122,"source":30,"copyright":30},{"type":39,"content":1126},[1127],{"type":42},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1129},{},[],"Experimentation für kontrollierbares Wachstum etablieren",{"tag":30,"_uid":1133,"icon":1134,"text":1140,"image":1143,"button":1145,"headline":1146,"component":548},"230270dd-a415-43e0-b7d3-b9ea702c1222",{"id":1135,"alt":1136,"name":30,"focus":30,"title":1137,"source":30,"filename":1138,"copyright":30,"fieldtype":49,"meta_data":1139,"is_external_url":51},23160823,"Aufgerolltes Blatt Papier mit einem Stift der geschwungene Linien zeichnet","Scribble","https://a.storyblok.com/f/328018/150x150/c7ab54a6e3/scribble-heller-bg.svg",{"alt":1136,"title":1137,"source":30,"copyright":30},{"type":39,"content":1141},[1142],{"type":42},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1144},{},[],"Agile Produktentwicklung im Einklang mit den Unternehmenszielen",{"tag":30,"_uid":1148,"icon":1149,"text":1155,"image":1158,"button":1160,"headline":1161,"component":548},"00f92254-e84f-49d6-b86b-ed826647c573",{"id":1150,"alt":1151,"name":30,"focus":30,"title":1152,"source":30,"filename":1153,"copyright":30,"fieldtype":49,"meta_data":1154,"is_external_url":51},23160825,"Handgezeichnetes Balkendiagramm mit aufsteigender Linie und Pfeil nach oben, daneben ein roter Kreis mit Euro-Symbol","Umsatzwachstum","https://a.storyblok.com/f/328018/150x150/c31b963efd/umsatzwachstum-heller-bg.svg",{"alt":1151,"title":1152,"source":30,"copyright":30},{"type":39,"content":1156},[1157],{"type":42},{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1159},{},[],"Steigerung der Verkäufe, Bindung und Kundenerlebnisse durch besseres Kundenverständnis",[1163],{"_uid":1164,"buttons":1165,"caption":1170,"component":43,"caption_position":44},"544628c4-e5f9-4853-8bec-9a793567a519",[1166],{"_uid":1167,"icon":27,"link":1168,"text":1169,"intent":35,"component":36,"icon_position":37},"99e4f029-6f92-4de5-b177-f383d29d67ac",{"id":30,"url":936,"linktype":136,"fieldtype":32,"cached_url":936},"Kontakt aufnehmen und mehr erfahren",{"type":39,"content":1171},[1172],{"type":42},{"_uid":1174,"head":1175,"theme":124,"alignment":1045,"component":1046,"richtext_body":1184,"action_buttons":1347},"fefe99e9-bec6-4023-9ef5-52eb34534927",[1176],{"_uid":1177,"kicker":30,"headline":1178,"component":514,"subheadline":1181,"show_top_line":81},"3f909065-ad4a-4180-a9cd-82269113d7ed",{"type":39,"content":1179},[1180],{"type":42},{"type":39,"content":1182},[1183],{"type":42},[1185,1233,1243,1276],{"_uid":1186,"text":1187,"component":1097},"fb1d4b43-f265-4986-963b-4c66d342d221",{"type":39,"content":1188},[1189,1195,1200,1207,1213],{"type":1053,"attrs":1190,"content":1192},{"level":1191},2,[1193],{"text":1194,"type":513},"Praktische Umsetzung",{"type":1053,"attrs":1196,"content":1197},{"level":1055},[1198],{"text":1199,"type":513},"Starke Wachstumshypothesen als Resultat einer systematischen Erforschung der Customer Experience.",{"type":42,"content":1201},[1202],{"text":1203,"type":513,"marks":1204},"Es wurde auf bisherige Daten und neue Informationen aus Onpage-Surveys zurückgegriffen. Wichtig war es herauszufinden, wie zufrieden die Nutzer mit den angebotenen Produktsegmenten sind, um neue Ideen und Hypothesen abzuleiten.",[1205],{"type":979,"attrs":1206},{"color":30},{"type":1053,"attrs":1208,"content":1209},{"level":1055},[1210,1211],{"type":1075},{"text":1212,"type":513},"Agile Growth Process für planbares Wachstum.",{"type":42,"content":1214},[1215,1220,1226,1231,1232],{"text":1216,"type":513,"marks":1217},"konversions",[1218],{"type":979,"attrs":1219},{"color":30},{"text":1221,"type":513,"marks":1222},"KRAFT",[1223,1224],{"type":1071},{"type":979,"attrs":1225},{"color":30},{"text":1227,"type":513,"marks":1228}," setzte für Betzold den eigens entwickelten Agile Growth Process™ ein. Dieser zeigt, welche Experimente eher taktische Fragen beantworten und welche Experimente Wachstums-relevante Prinzipien untersuchen. Durch den dreistufigen Prozess können neue Ideen frühzeitig einer Erfolgsmessung und Bewertung unterzogen werden. Sobald sich eine Hypothese mit einem Unternehmensziel verknüpfen lässt, entsteht die Grundlage um Erkenntnisse in echtes Wachstum zu transformieren. Daher wurden Hypothesen zur Verbesserung im Churn-Management sowie beim Kundenverständnis gezielt abgeleitet und neue Innovations- und Personalisierungsmaßnahmen evaluiert. Mit Blick auf die Zukunft sollten Zielgruppen besser verstanden werden, um Abverkäufe, Bindung, Loyalität und das Kundenerlebnis zu steigern.",[1229],{"type":979,"attrs":1230},{"color":30},{"type":1075},{"type":1075},{"_uid":1234,"image":1235,"caption":1241,"component":1242},"50aee88a-cbf3-4f03-9d44-f350ab0ed41d",{"id":1236,"alt":1237,"name":30,"focus":30,"title":1238,"source":30,"filename":1239,"copyright":30,"fieldtype":49,"meta_data":1240,"is_external_url":51},23160416,"Unendlichkeits-Modell mit vier Schritten (Analysieren, Priorisieren, Validieren, Wachstum), ergänzt um vier Tiefenstufen (Features, Prinzipien, Produkte, Businesses) mit Fokus auf Aufwand, Mut und echte Validierung","Agile Growth Process mit Ebenen","https://a.storyblok.com/f/328018/267x150/9369c1713a/3-agile-growth-process-2.svg",{"alt":1237,"title":1238,"source":30,"copyright":30},"konversionsKRAFT Agile Growth Process™\n","richtext-image",{"_uid":1244,"text":1245,"component":1097},"45036b44-5319-4264-bd39-f77f7f24580e",{"type":39,"content":1246},[1247,1252,1259,1262,1267],{"type":1053,"attrs":1248,"content":1249},{"level":1055},[1250],{"text":1251,"type":513},"Mit Konsumpsychologie zum Konzepterfolg.",{"type":42,"content":1253},[1254],{"text":1255,"type":513,"marks":1256},"Die Kombination aus technischer Neuerung, Konsumpsychologie und Messbarkeit gepaart mit der Sicherheit, dass die Innovationsidee zügig bewertet werden kann, hilft dabei das Angebot des Onlineshops weiter zu verbessern. Mittels konsumpsychologischer Prinzipien wurde ein erstes MVP für einen personalisierten Shop-Bereich entwickelt, dass mit geringstmöglichem Aufwand den notwendigen Funktionsbedarf abdeckt.",[1257],{"type":979,"attrs":1258},{"color":30},{"type":42,"content":1260},[1261],{"text":1083,"type":513},{"type":1053,"attrs":1263,"content":1264},{"level":1055},[1265],{"text":1266,"type":513},"High Impact Testing und Business-Optimierung innerhalb weniger Wochen.",{"type":42,"content":1268},[1269,1274,1275],{"text":1270,"type":513,"marks":1271},"Die agile Entwicklung ermöglichte es, das Konzept sowie das Shop-Modul in jeweils einer Woche zu erstellen. konversionsKRAFT nutze hierfür ein einzigartiges technisches Framework, dass es Betzold ermöglichte, ohne großen IT-Aufwand die Innovation live in den Shop zu bringen und erste Erfolgsmessungen durchzuführen. Alle generierten Daten standen bereichsübergreifend zur Verfügung, wurden intern in Entscheidungsfindungen mit einbezogen und ermöglichten das iterative Optimieren der Funktionalität. Die neue Art der Personalisierung konnte nur entstehen, weil die Innovationsidee durch konsumpsychologische Prinzipien, Daten und Testing gestützt wurde. 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