Vorwerk: Kundenbedürfnisse im Fokus von Commerce- und Subscription-Prozessen
Growth With an Excellent Customer Experience
The internationally active family-owned company Vorwerk, headquartered in Wuppertal, is the number one direct sales company in Europe and the global leader in the direct sale of high-quality household appliances. In 2023, more than 103,000 people were working for Vorwerk worldwide, over 98,000 of them as consultants. The Vorwerk Group generates revenue of EUR 3.2 billion (2023). Vorwerk's core business is the production and sale of high-quality household products (Thermomix® ecosystem with the Cookidoo® recipe platform and Kobold vacuum cleaners).
On the Cookidoo® recipe platform, customers can be inspired by more than 100,000 recipes with step-by-step instructions and cook them to their heart's content.
The Challenge
In order to manage the constantly growing number of users on Cookidoo® in a sustainable and future-proof manner, Vorwerk has further modernized and expanded the Cookidoo® Subscriber Journey and the underlying system landscape. Among other things, increasing requirements for new features, conversion optimization and platform improvements for the management of Cookidoo® Subscription were taken into account. To achieve this goal, Vorwerk worked together with doubleSlash as a partner with subscription commerce expertise.
The doubleSlash team impressed us with their comprehensive expertise in the field of eCommerce and monetization as well as their experience with the technology stack used. We greatly appreciate the trusting and solution-oriented cooperation for a demanding digital project like ours. – Simon Schneider, Senior Domain Product Owner "Join & Stay" Digital R&D, Vorwerk
The Best Cookidoo® Subscriber Experience
Project objective:
The aim of the project was to develop a flexible and expandable monetization ecosystem that can react quickly and easily to new customer requirements. The focus was on:
- The implementation of features for commerce and subscription processes, from planning to go-live
- Retaining and expanding existing customers
- Acquiring new Cookidoo® customers
A Monetization Ecosystem That Grows With Customers
Implementation of core functions:
- Subscription management
- Customer communication
- customer support
Architecture:
- Integration and development based on a modern subscription-as-a-service platform.
- Establishment of a new front-end/commerce solution and gradual migration of existing legacy systems
Methodology & Services
Consulting & Ai-Supported Development:
- Creation and prioritization of epics and user stories
- Modeling of processes
- Architecture and interfaces
- AI-supported implementation of functional and non-functional changes according to user story and acceptance criteria
- Creation and updating of automated test cases
- Continuous documentation and deployment of the results
- Commissioning and application support
Project Results
- Optimized processes & reduced complexity The flexible Subscription-as-a-Service platform and a scalable offer-to-cash process mean that new requirements can be implemented more quickly. Previous structures have been replaced by standardized and modular processes to reduce complexity.
Increased efficiency through automation The optimization of end-to-end test automation increases quality assurance, reduces sources of error and minimizes manual effort in the development process.
Increase in conversion rate & customer satisfaction The optimized Cookidoo® subscriber journey contributes to increasing the conversion rate and improves the user experience through targeted optimizations in subscription management.
Our collaboration was characterized by open and transparent communication. In mixed teams of Vorwerk employees, doubleSlash and other partners, a productive and trusting working dynamic developed. When challenges arose, we worked together to develop solutions that met the agreed targets in terms of scope, budget and quality. Through the targeted use of Kanban and regular on-site workshops, we continuously refined processes and made them more efficient. – Sebastian Bitz, Senior IT Consultant at doubleSlash
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