What once amazed the online shopper such as product page recommenders has quickly become the norm and an expectation. Online shopping is no longer a fad, it’s a lifestyle. The same rules apply to any website when a new visitor arrives. They will decide within the first few moments of landing on your homepage as to whether it’s relevant, has any buying appeal, and if there are any incentives to buy.
To succeed in a highly competitive market retailers whether B2B or B2C need to stay at the forefront of new technology allowing their customers a fantastic online shopping experience. Those retailers who do not adapt and adopt will soon find themselves at the back of the shelf when the time comes for shoppers to choose who to buy from.
The Adoption of Product Recommenders
So, let’s take a quick look one of the key developments over recent years. The adoption of product recommendations. We all know that Amazon built the foundation of this model back in the late 1990’s and it’s no secret that Jeff Bezos has built his success on data driven marketing.
Surely the key to success lies in effective ecommerce personalisation. Amazon have always been a company to watch and learn from and other Software Solution Providers such as PureClarity have since taken ecommerce personalisation to the next level.
No Longer Unique
It’s become the norm to see recommendations on any major ecommerce platform website. What was once a leading tactic used to inform customers / introduce them to new products and brands has now become common practice and business as usual.
Standard recommenders offered usually for free or a low cost are commonplace plugins for ecommerce platform marketplaces. They allow businesses to have products displayed based on customers purchase history however they do not change as a visitor browses the site. Nothing changes in real-time so quickly become irrelevant and redundant.
The trouble here is that many of the recommendations seen on websites are not only irrelevant but a little bog standard. Online shoppers see these recommendations but are becoming blind to them as there is little relevance as they are based on a restrictive criteria which does not always fit the bill. Standard and non-dynamic recommenders will have little impact on your conversion rate or your average order value.
Offering truly personalised product recommendations that change in real-time can be a game changer. It’s time to up your game on your website before it quickly becomes outdated. The pace of changes in customer expectations has never been as quick as it is today.
The Key Differences Between Standard Recommenders and AI Driven Recommenders
Marketplace Standard Recommenders
|AI-Driven Real-Time Recommenders|
|Limited to product page, shopping page and category listing page||Can be placed anywhere on your website from homepage through to basket and order confirmation email|
|Limited to previous purchase behaviour to determine which products to show||Looks at individual behaviour, previous purchases and behaviour, trends within customer segment and trends across the website|
|Default settings and product selection for first time visitor as no previous history available||Tracks on site behaviour plus analyses trends in first time visitor segment and provides product, category and brand recommendation based on that data insight|
|Can only be placed at top or bottom of page||Can be placed in any area of real estate on the page. AI determines which recommender to show and where on the website for maximum conversion|
|Limited rules as to criteria of what shown – show what others who bought this item also bought||No limit to the criteria of what products are shown. Can be based on item value, cross sell, up sell, complete the look, gender, previous search history, location etc. The list is endless|
|Repeat products seen in recommenders throughout the site||An advanced AI engine knows what products are being shown to who and where and ensures no two recommenders are shown in a single user journey and there is no duplication of products recommended|
|Fixed recommenders and recommendations regardless of user profile||Recommenders change with every click of the user journey to ensure they are always relevant to the customer.|
|Limited to the website alone||Can also be used across email campaigns and included in order confirmation, abandoned basket email and customer renewal campaigns|
Above highlights the huge number of features and advantages of using AI-driven recommenders over the limited standard recommenders. The more personalised and relevant a website throughout the whole customer journey the more bang you will get for your buck when it comes to increased online conversion and average order value. Not only that but you will see your customers come back time after time. I challenge any retailer honestly tell me that’s not a priority for them.
Why Use PureClarity AI Recommender Engine?
PureClarity’s AI Engine profiles visitors’ current and past behaviour and chooses the most appropriate and relevant recommender type to show to the individual. The AI is aware of the page in which it places recommenders and optimises recommendations so that duplicate content is not shown.
- AI engine orchestrates the best recommendation strategy for each visitor
- PureClarity Cold Start feature works with sparse data sets
- Works 24/7 without any manual intervention
- The AI can evaluate which manual recommenders are on page to ensure no recommenders duplicated
- The AI engine presents recommenders in the best position on the most relevant page for maximum conversion
- Optimised for both B2C and B2B with different recommendation strategies depending on the profile of your customers
- Fully customisable and can be placed anywhere on your website