SwimOutlet has harnessed the personalization solutions of RichRelevance to enhance its e-Commerce sites. The broad product portfolio on the retailer’s site, which encompasses both casual and competitive swimwear and accessories, makes personalization a vital aspect of the shopping experience, according to Alexander Sienkiewicz, CMO of SwimOutlet.
“Because we’re serving so many different demographics in the swimming vertical, without personalization it’s really hard to provide a tailored experience for the customer,” said Sienkiewicz in an interview with Retail TouchPoints. “We utilize one-to-one personalization through RichRelevance’s technology to provide relevant product recommendations so that we’re not serving a one-size-fits all experience on our site.”
The retailer uses first party shopper behavior collected by RichRelevance to drive its personalization efforts, delving into shopping and buying patterns in order to tell lifestyle shoppers from performance swim shoppers. The effort has been successful, driving a 19% increase in average order value and an 18% increase in items per order in the checkout view cart experience to-date in 2018. The retailer integrates personalization into every step along the shopper journey, from emails to the desktop and mobile web sites.
“Customers are adding more items to the cart after they find what’s relevant to them,” said Sienkiewicz. “We’re effectively upselling and cross-selling more effectively.”
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The retailer also is looking into the RichRelevance Xen AI platform, which gives retailers more control over their personalization efforts. The software’s features include:
- Strategies that drive every decision on every item placement;
- Rule selection evaluation for areas including segment, context and type;
- Overall placement performance for aspects such as attribution, views, clicks and revenue; and
- Content performance rankings.
