coop@home - New Sales Platform with the SAP Commerce Cloud

In interviews in and around the company’s stores and in telephone interviews with coop@home customers, their shopping behavior and product line focal points were determined: How do customers shop? How often do they shop? What in the product line is especially important to them? From these insights, we created the Coop Customer Experience Map.

Optimal customer experiences can only become reality if usability tests are conducted during the shop design. Using qualitative methods, we observed and tested different user groups during online shopping at coop@home in the valantic usability lab.

Such a test provides facts instead of opinions since behavior is observed rather than making assumptions. During the test, employees from all areas were present – UX and development, on through to sales, marketing, and IT. This close cooperation was of great significance for the user-centered approach.

The interface of the shop is simple and easy, the color selection and call to action elements are uniform and completely attuned to users. The big pictures put the focus on the products, but they also contribute to making customers feel good all around, find their way quickly, and reach the desired product easily. Since the system was also designed for a variety of devices, customers can actually shop at anytime and anywhere, regardless of the device they’re using.

Thanks to the optimized search, customers find their products right away. It’s almost as if the shop was in dialogue with customers and steers them just like the personnel in a conventional store. This intelligence is also reflected in the product structure: Items are structured and categorized as in the bricks-and-mortar store. The result: An information architecture that reflects the user behavior of coop@home customers.

The search was optimized by our experts in cooperation with coop@home:

• Free search
•  Search for product name, keywords, manufacturer, and category names
• Suggested search
• Intelligent, error-tolerant search
• Filtering of item properties
• Full-text search
• Weighting of hits
• Synonym search
• Multilingual search
• Spell-check and correction in case of typos