Yello prioritises new products by how its own customers behave.
For a new digital shop, Yello tested six products with more than 3,000 existing customers. Four move ahead, two were stopped.
4 of 6
products move ahead
3,024
existing customers in the test
7 days
in the field
4 weeks
to the decision
Starting question
Yello, part of EnBW, was planning a digital shop with lifestyle products for existing customers. There were no benchmarks for these new categories: which products would appeal to its own customers?
Variants
Six offer pages, including an e-bike and an electric car on subscription, an e-scooter as a comparison product, a TrendBox, a coffee machine and a wallbox. The test measured who added a product to the basket after the price was shown.
Delivered through Facebook and Instagram to selected existing customers: 3,024 people, seven days in the field.
Result
One product was clearly ahead, four showed viable demand. The individual values are confidential.
Decision
Four products move ahead. Two ideas were stopped because demand or cost per purchase intent did not justify further development.
A portfolio sorted by the customers themselves.
Tested with its own existing customers, before purchasing and development committed budget.
Related cases
More cases.
Which of your ideas deserves the next budget?
Bring your candidates. We will sketch a possible test design with you.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes