As consumers continue to demand more personalized e-Commerce interactions, “retailers need to stand out from the crowd and find ways to deliver a unique, exceptional shopping experience,” said Deena Amato-McCoy, Research Analyst at Aberdeen Group, in a Retail TouchPoints feature series about personalization. “The best way retailers can achieve this is to personalize brand interactions to individual shoppers and groups that share similar preferences and/or demands.”
The new RichContent offering from RichRelevance, a provider of e-Commerce personalization strategies, helps retailers deliver these individualized experiences. RichContent uses multiple algorithms to assess e-shoppers’ specific interests based on clicks, searches, social network cues and more, then display the most relevant content in real time. This content includes preferred products, colors and styles; recommendations based on those preferences; videos; and other unique value propositions based on specific consumer behaviors.
RichContent is built on the enRICH platform, which delivers more than 1 billion product recommendations daily to web sites around the world, according to a RichRelevance press release. By curating content dynamically for each site visitor, RichContent can help maximize engagement, brand preference, loyalty and sales.
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“Data is the currency of business today,” said David Selinger, CEO of RichRelevance. “With RichContent, we are leveraging our platform to help companies use data to solve the most complicated content challenges.” Brands and retailers can “replace static websites with personalized consumption. The result is an engaging, differentiated experience that drives engagement” and helps brands “extract the greatest value out of every pixel of their site.”
Key capabilities of RichContent include:
- Dynamic content targeting;
- Content by consumer group;
- Adaptive learning and optimization; and
- Insights and analytics.
L’Oreal Paris USA leveraged RichContent to deliver a new experience for the beauty industry. Through RichRelevance personalization, “L’Oreal is able to help each user find her signature beauty looks based upon stated characteristics, individual preferences and observed behavior,” according to the press release. “The result is delivery of a custom mix of content that is directly relevant to each individual consumer. This includes [a variety of content features] that dynamically change in real time based on her goals and interests.”
In addition to L’Oreal Paris USA, RichRelevance technology powers the personalized experiences for consumers shopping brands such as Walmart, Sears, Target, Marks & Spencer and John Lewis.
