How did we personalize webshops in telecommunications


The personalization of webshops in telecommunications industry can be achieved through various methods, such as collecting data on customer browsing and purchase behavior, using cookies and tracking technologies, as well as offering customized product recommendations based on past interactions. Additionally, personalized pricing and promotions based on individual customer demographics and preferences can be implemented to enhance the shopping experience. The goal is to create a unique and tailored experience for each customer, leading to increased customer satisfaction and loyalty.

Our company has over 20 years of experience in developing a personalized approach for web sales and eCommerce solutions for webshops in telecommunications niche.


Why is personalization important for telecoms?

Telecom services and offerings are complex, and customers want this complexity served in a simple and easily understandable manner. Personalization helps customers understand tariff plans that are customized for their needs, such as senior plans, youth plans, high data plans, high call plans, and music/video streaming plans. Offering landline services (Internet, TV) based on available infrastructure at the customer’s location and upselling services and devices are also key benefits of personalization. Personalized recommendations and offers can help increase customer engagement and drive upsell opportunities, which can result in increased revenue and profitability for the company. Customer retention is essential, and customers who feel valued and recognized are less likely to switch operators.

How did we do it?

Our approach to personalizing webshops involves close collaboration with clients to understand their business processes and marketing model. In depth knowledge of the tariff plans data model and CRM data structure is necessary to guide clients in personalizing their online shopping experience for customers.

Making a webshop personalized is not enough. Technology trends change rapidly and dictate customer needs and desires. Therefore, it is important to integrate tailored solutions taking into consideration demands of the market.

Our expertise in the Intershop platform allows us to recognize which features can be used to speed up the process and make the webshop scalable and adaptive for future generations. We work continuously with clients to adapt and improve the personalization process based on changing business needs in the telecommunications sector.

Steps Involved in Personalization

The personalization process for a telco webshop typically involves the following steps:

  • Tariff-plans data modeling

Modelling the pricing for tariff plans, including promotions and benefits, in the database, and creating pre fetch jobs and caching mechanisms to serve the data to the frontend seamlessly.

  • Identifying the customer and collecting data

Data collection on the customer is done in real time once the customer has decided to identify himself through the frontend. API calls are made to the CRM to collect specific information on the customer.

  • Displaying the offer

Cross-linking the customer data with all combinations of tariff plans, benefits, and promotions, and building a real-time calculation engine to find the best suitable offer for the customer.

  • Capturing the transaction

Once the transaction is concluded, all freshly entered data by the customer needs to be captured, considered, and transferred to the relevant CRM system.

  • Recognizing leads and left carts

The process should recognize customers who did not complete the shopping journey and automatically notify both the customer and the agent at the client service desk.


Personalizing webshops in the telecommunications industry has been a critical part of our work for decades. New technologies and advancements in AI, such as chatbots and virtual shops are improving the personalization process. The goal of personalization is to present the complex telecom offer in a simple and organized manner to guide customers through the shopping experience and increase conversion rates.