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Our regular exchange with our colleagues from witt-group on November 17th once again provided fresh food for thought and plenty of inspiration! Both sides brought exciting topics to the table, such as accessibility and user motivation when entering the store, as well as the question of how we can better understand and serve the different user intentions, such as targeted searching or relaxed browsing. Particularly cool: Aileen and Paula presented the Uselab on accessibility in the baur.de store. Our user researchers traveled to Pfennigparade in Munich for this Uselab. We also considered how the expertise of Baur's representative body for severely disabled employees could be optimally integrated into the processes. A real win for empiriecom and witt-group! A look at the tools was also exciting: empiriecom recently started using the mousetracking tool Microsoft Clarity (free of charge!), while witt-group relies on Content Square. And last but not least: Figma updates, insights into the "Best Practice Club" and an exchange of experiences about the lived testing culture were of course not to be missed. UX KPIs? They'll be on the agenda next time and we're already looking forward to it! Also present were: Sarah, Marlena, Aaron, Fanny and Katrin from witt-group and Nik, Aileen, Lucie, Martin, Paula, Lena, Samantha and Clara from empiriecom.

How can e-commerce customers be provided with truly relevant product recommendations? This is exactly what our LIVE webinar on 14 October 2025 was all about. Together with our reference customer Otto Austria Group, we showed how optimized personalization in online stores makes the decisive difference - from the technological basis to successful implementation in live operations. In a discussion with Lukas Maier from the Otto Austria Group, we also provided exclusive insights into the personalization strategy. These practical perspectives were complemented by the expertise of our partners: In combination with the empiriecom commerce suite and GK AIR Personalization, it becomes clear how a high-performance onsite journey is created that addresses customers individually and optimally exploits conversion potential. Expert Markus Elbers from GK AIR showed the technological possibilities of personalization, while Jan Lippert from nexum presented the successful integration of the project. Watch the recording of our webinar now and discover how intelligent personalization can take your e-commerce to the next level! Watch the recording here: https://www.linkedin.com/events/betterecommerce-bestpracticeott7378774965912805376/theater/

Our user researchers Paula and Aileen recently conducted a diary study with 17 participants in the BAUR Shopping app - the first of its kind for some time. The aim was to gain deeper insights into app usage and understand how users find their way around it. A traditional usability test would not have been able to provide all the desired information. Communication with the participants was straightforward via WhatsApp broadcast - a communication option that was easy to implement and cost-effective to use after clarifying data protection aspects. Recruitment was carried out via push notifications in the app and a survey to ensure that the participants used WhatsApp, agreed to be contacted and basically met the criteria for participation (e.g. affinity for online shopping, frequent use of the app, etc.). The feedback on the study itself was consistently positive. For example, the participants praised the inviting recommendations on the homepage and the good handling as well as the many options of the filter function in the product list. The authenticity of the shopping situations in which the customers found themselves, which is not available in this form in other test environments, was particularly valuable. This allowed them to answer the questions when and where they wanted, for example at home on the sofa or on the move. The diary study thus provided important insights into the actual use of the BAUR app and showed how valuable this method is.

Adyen is a service provider and an integral part of our payment ecosystem offering. Although our customers do not interact directly with Adyen, this service provider manages central processes for our online stores in the background. Adyen's role and added value: Efficient processing: Adyen handles the technical communication with credit card companies and payment services such as PayPal and ensures that transactions are processed securely and quickly. For our customers, the payment process remains seamless and familiar. Diversity through integration: Adyen gives us access to a wide range of global payment methods via a single technical connection. This significantly reduces our internal integration effort. Future-proof: Adyen's rapid implementation of new payment methods (e.g. biometrics in the apps) means that our stores are always technologically up to date, without complex internal effort. Successful knowledge transfer: Originally used by Otto NL, the Adyen integration was standardized for the BAUR Group by empiriecom. This means that other Group stores can use this service flexibly. Adyen is a further component of our payment infrastructure that contributes significantly to secure and diverse payment options in our stores.

BabyOne recently completely revamped its online store and migrated to a new version. As part of these changes, the search function was also reorganized. BabyOne chose empiriecom as the provider for the optimal product. A particularly convincing argument for the empiriecom search was the business rule engine, which makes it possible to rank product lists and search results specifically according to individual KPIs such as profitability or brand priority. The many setting options in the search back office, such as self-learning filters and other filter configurations, are further convincing highlights. With the empiriecom search, BabyOne gets a complete response of all products for product lists and search results, which they can render and display efficiently and easily in their logicless frontend. empiriecom also provided a preconfigured admin panel including stop words. Thanks to a close and intensive exchange, the implementation went smoothly and BabyOne is taking the shopping experience to the next level with the new search and is focusing on maximum flexibility and user-friendliness.