Blue Way faced problems that are common among many fashion retailers. The ads they were paying for on Facebook, Google and Instagram were becoming more expensive and cutting into their margins too deeply. They hired advertising and SEO agencies and even started an affiliate program but the results were the same. The traffic they were getting was good but their onsite conversions weren’t justifying the ad spend.
Onsite, they were relying on their ecommerce platform’s recommendation system which showed shoppers “Hot Items.” But like many recommendation systems at this level, the hotness of the items is actually based on large segments of shoppers, not individual preferences. Shoppers these days, especially Gen Z, want retailers to show them they know them.
With this in mind Eric Huang set out to evaluate new tools for doing 1-to-1 online preference analysis and truly personalized onsite recommendations. The idea was that the unique consumer insights from the website and would lead to better recommendations and higher conversion online while also letting him know which products to push offline.
The Rosetta AI Personalization Experience Platform helped Blue Way get a better understanding of their first-party data. The platform analyzes what shoppers see in the products they click, and creates preference profiles that are used to recommend items at just the right time in the customer journey.
By transforming onsite data into individual profiles, the Blue Way website can automatically decide which products a shopper is personally interested in and then cross sell additional products, effectively raising average order value.
Just before a shopper is about to check out, the “you may also like” in-page carousel recommender box shows items that match the shoppers individual preferences.
Ready made recommender box templates can be chosen quickly on the handy backend dashboard or fully customized to match Blue Way website look and feel.
You can also offers promotional pop-ups to first time site visitors, engaging them immediately. And then as they browse and the preference profile builds, personalized promotions are offered when the hesitant shopper detection feature senses that a shopper intends to exit the site.
When Blue Way started using the Rosetta AI Personalization Experience Platform, conversion rates increased by 3.78%. Average Order Value went from $105 to $130, increasing by almost a quarter. Most importantly though, ROAS increased and remained at 15x and the OMO strategy Blue Way sought was implemented successfully.