About Y1
Our mission
Y1 is the agency for relevance in commerce. We are convinced that modern commerce has a relevance problem, not a reach problem. We develop commerce systems for relevance, making product communication a place where purchasing decisions are made again.
The Problem Space: From Click to Meaning Pitfall
Many brands and retailers are currently investing enormous budgets in traffic, performance channels, and automation, but are noticing that the impact is stagnating. Customer journeys often feel identical everywhere, and product pages appear interchangeable. Growth today most frequently fails due to the lack of meaning at the moment of decision.
The symptoms of this "double crisis" are clear:
Rising Customer Acquisition Costs (CAC): The click is becoming more expensive.
Declining or stagnating conversion rates.
Irrelevance through automation: Automation scales speed but not meaning when the context is missing.
Our conviction:
The crucial question is not: "How do we reach more people (reach)?"
But: "How do we become more relevant in meaning for the right people?".
We optimize for meaning, not for clicks.
Tailor-Made Product Content (TMPC) – The Lever of Intent
TMPC is the next evolutionary stage of product communication. It is not about producing more content, but about providing the right content at the right moment.
TMPC transforms static product content into dynamic experiences by automatically adapting to the context, motivation, and usage situation of the customer.
Intention Beats Demographics
The relevant question is not: "Who is this customer?" (Demographics). But: "Why is this person here now and what do they want to resolve?" (Intention).
TMPC ensures that people see the version of the product story that fits their moment:
For the runner training for their first marathon or the one returning from an injury.
For the rain jacket that withstands 45 minutes of heavy rain on the way to kindergarten, or for the performance parka.
For the B2B customer seeking technical specifications (technician), or the one needing prices and delivery times (buyer).
To achieve this, TMPC connects three levels:
Data (PIM & PXM): What is the product?
Context (Content & Commerce): Why is this person here now?
Meaning (TMPC): What does this product mean for this person at this moment?
Customers do not buy information but meaning.
What Defines TMPC
Y1 does not deliver further campaigns – we build commerce systems for relevance. Our performance is based on three clear, interconnected pillars:
Pillar | Focus | TMPC Feature |
Content & Commerce | Analysis and design of journeys from the perspective of people. | Consistent alignment with the customer experience. |
PIM & PXM | Creation of a data and system foundation that makes relevance scalable. | Product data is enriched and narratable structured. |
Tailor-Made Product Content | Development and orchestration of context-dependent product stories. | Content automatically adapts to intention, situation, and moment of use. |
TMPC is thus an operating system that continuously generates meaning – like SEO or inventory.
Measurable Business Impact
Relevance is the strongest lever for efficiency, conversion, and customer loyalty. By strategically controlling the product story at all touchpoints, our customers achieve measurable results:
Lever | Business Impact |
Conversion Uplift | 15–50% higher conversion rates due to reduced friction in the purchasing decision. |
Return Reduction | 5–20% fewer returns, as TMPC sets clear expectations and avoids disappointed expectations. |
Efficiency & Costs | Reduction of costs per result and relief of the media budget, as each click becomes more valuable. |
B2B Added Value | Reduced support and consulting effort and faster decision-making through role-specific content. |
Loyalty | Building customer loyalty through content that has meaning, leading customers to feel: "This brand understands what I need right now". |
