50 Prozent aller Shop-Besuche kommen über Mobile – jetzt neues Smartwatch-Widget und lernende App

At the start of this year, OTTO presented Responsive Design, an in-house development for otto.de. Since then, customers have benefited from an online shop that is ideally configured for smartphones and tablets and which enables convenient shopping via all end-user devices. And these measures have paid off within a very short time: almost 50 per cent of visits to otto.de are now made via mobile devices. In parallel, revenues via smartphones and tablets have also increased to 35 per cent. The online retailer is driving this clear shift to mobile and the positive developments in m-commerce further forward with the launch of specially developed apps and features.

Just in time for the 20th Anniversary of otto.de, OTTO has brought a new universal app to market that is optimised for smartphones and tablets and adjusts to each end-user device. Previously, there were several different OTTO apps for the respective smartphone and tablet types. The new universal app adjusts itself to the screen on both Android and Apple devices, meaning that users no longer need to install different applications to suit their device. The new app includes features such as a ‘Like’ function: taking its cue from the ‘Hot or Not’ idea, users can swipe the screen to communicate which articles they like and which ones not. The online shop learns from the app user’s decisions and then displays more articles that match the user’s own tastes. Over the medium and long term, features like these are intended to optimise the relevance of the product offer – and therefore the shopping experience – on otto.de for each individual visitor.

Furthermore there’s now an OTTO app for Apple Watch, which presents users with an otto.de ‘Deal of the Day’ on their smartwatch. “As an online retailer for us it’s important to engage with new e-commerce technologies and put their possibilities to the test”, says Marc Opelt, Member of the OTTO Management Board Sales, about this latest development. “We see the potential for the smartwatch to become another relevant touchpoint on the customer journey.”

With a view towards the upcoming Christmas business season, OTTO anticipates a further increase in visits and demand. “Our response to the growing enthusiasm for mobile online shopping is to provide an easy and uncomplicated shopping experience across all end-user devices. In future, it will be a matter of course for our customers also to use mobile devices to shop at otto.de. Digital business is developing to become mobile business. Our objective is therefore clear: we want to be best online shop in pocket format”, says Opelt.