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Otto: making it easy for shoppers to get in touch

IT COULDN’T BE easier to get in touch with German retailer Otto , which extends its reach across German, Austrian and Hungarian websites and Facebook pages. Shoppers can phone – with a free callback facility – email, or use live chat to get in touch. That last capability of live chat really stands out: this is a relatively uncommon feature in this index, with only 14% of IREU Top500 retailers offering the function. A ‘my account’ function enables shoppers to log in and check their online activity, while shoppers can make their own wishlist. There’s even a dedicated link for shoppers who want to offer praise or criticism of products or service.

It seems that shoppers are also happy to hear from the retailer, which sells clothing, homewares and toys. Some 9.3% of its emails were read, Return Path analysis showed, with none of them marked as spam. Perhaps that’s because shoppers signing up for Otto newsletters are clear about what they’re going to receive and they must proactively sign up for them – before doing so, they’re informed that the mailings contain “trends, deals, coupons, promotions and offers”.

Otto’s social media accounts are extensive and very active. It has a presence on Pinterest, Facebook, Twitter, YouTube and Instagram. Videos on its YouTube channel, supported for both its Austrian and German sites, are dedicated to style advice and DIY guides, such as #howtogetthelookrihanna, or a how to guide for destroying your own jeans.

Twitter features images and graphics, ranging from research into bikini style preferences to information about Dog Day and the latest line-ups from the Bundesliga football league. This channel is also where videos around sourcing are shared, such as one showing how its cotton is made in Africa.

Facebook offers Otto customers another place to go for fashion advice and styling videos. Shoppers are engaged through the opportunity to vote on alternate outfits. The page also offers ‘shop now’ functions and a link to other social media sites. The most liked site was the German Facebook page. Google+ is available for the German website, with 105,082 followers and 22m views.

Parent company the Otto Group also includes the BonPrix brand, which is also in the Top100 for brand engagement. This brand supports 21 country-specific websites with 16 unique Facebook pages and eight Twitter handles.

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