What's Hot - The Certona Blog

Friday, 22 July 2011 Written by Todd Scholl

1. Location – when placing recommendations on your site, make sure they are placed above the fold and populated in multiple zones on the page.  Every shopper goes through a funneling process, which brings greater clarity to their preferences with each click. Use   clear language in the headers to show how or why recommendations are served up at those the various stages.

2. Apply business and merchandising rules for when to show product recommendations to prevent consumers from becoming distracted by recommendations. Cross-sell opportunities should be initiated once the consumer has placed the item in their shopping cart, because it does not interfere with the immediate goals of the consumer, which initially may be product research or learning more about product details. Making a product recommendation too soon can be an unwelcome distraction.

3. To measure success, start by carefully defining the target of your personalization efforts. Whether it be web, email, mobile, call center, or instore, online and multi-channel retailers must distinguish between customers who interact with recommendations and those who don’t. Segment when, what and where you are targeting to understand the right metrics for accurate reporting and optimization. Understanding what influences these metrics can make a difference in the interpretation of the metric and ultimately how you execute using that intelligence.

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Wednesday, 06 July 2011 Written by Todd Scholl

Tags: Dynamic Merchandising | marketing trends

Shopping is an evolving endeavor. Both where and how we look for products to fill our needs has changed drastically in less than a single, human generation. Countless generations of technological advances have made this possible. Retailers have a choice. They can either react to these changes or lead the way.

Once, a salesman or business owner would have gathered information from direct contact with his customers. He would have made recommendations of other items to complement those that caught his customer’s eye. Conversation and observation were the tools of his trade. Now we now have automated methods of gathering this same type of information.

Personalization software can observe browsing and buying habits much like shopkeepers once did. However, the observations are far more immediate than ever before. Trends become evident and retailers can react with speed and agility to changing tastes and conditions.

The consumer’s tastes can also be more clearly understood with recommendation software. As he establishes patterns through browsing, recommendations can be made based on that history. His needs can be met with less clicking around the site. This superior shopping experience builds repeat business and a loyal customer base.

As both technology and customers continue to change, on-line merchandising will continue to adjust as well. Recommendation engines will play an even larger role in helping retailers guide the shopper’s experience and drive sales. Choosing the best personalization software will dictate whether the retailer is an industry leader or fated to fall behind.

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Monday, 20 June 2011 Written by Todd Scholl

Tags: Merchant Tools | Personalized Search

Employing a recommendation engine on an ecommerce site allows the retailer to gain information about its buyers. It lets them leverage a consumer’s browsing and buying habits and give them a personalized shopping experience. Certona and Endeca are improving this process with a partnership of separate strengths which, when combined, become an on-line merchant’s sharpest tool.

When creating targeted recommendations, nothing is more important than accurate information. Endeca provides contextual information to Certona’s Resonance software to even more efficiently target on-line behavior. Guided Navigation enhances the recommendations that Resonance generates.

Better information gives retailers the ability to customize the end-users’ experience on their site. This increases customer loyalty and helps convert browser to buyers. This combination provides personalized content over the entire site, from landing page to checkout.

Integration via Endeca’s Merchandising Workbench is quick and easy. Certona’s pluggable cartridge works with Workbench to deliver an enhanced and personal shopping experience. This cartridge answers the demand from on-line merchants for control over their technology without having to first go through an IT department.

The result for the end user is a completely personal, individualized experience while browsing and shopping on the retailer’s site. The products that are recommended will more naturally suit the buyer’s wants and needs. The results are higher conversions and a stronger bottom line.

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Tuesday, 31 May 2011 Written by Todd Scholl

Tags: marketing trends | mobile devices | smartphones

Mobile devices are multiplying. Smartphones have taken over the market and tablets are poised to encompass even more of that ground. A single consumer may own several devices, each with the connectivity required to search, shop and purchase. Every new gadget that enters the market provides an opportunity to engage the customer. Online retailers must respond to the particular requirements of this media in order to connect with customers.

Mobile devices share of few characteristic limitations which can be challenging to an on-line merchant. Limited screen real estate is one of the primary challenges of capturing the mobile market. Small screens mean very little product can be viewed at one time. Using personalization software to display recommendations becomes even more vital when so few items can be viewed at a time.

Guide navigation can also be less fluid and more frustrating for buyer using a mobile device. Mobile versions of many ecommerce sites have to limit their scope in order to compensate for the screen size and maintain a rapid download speed. This can prevent the consumer from shopping in his usual manner.

These issues can be overcome with personalization software. Targeted choices can offer focused alternatives without a great deal of navigation. A strong call to action can help overcome small screen size. Recommendation software can help an on-line retailer capitalize on the strengths of mobile devices, like portability and availability, rather than waste time reacting to the challenges they present.

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Monday, 23 May 2011 Written by Todd Scholl

Tags: eCommerce Trends

Recommendation engines are powerful tools for any ecommerce site, but as you begin to search for the right personalization software for your site, it can be tough to find a provider to meet your needs. Understanding what to look for before you ever get started is the key to finding the ideal recommendation engine for your site.

One of the first things you should look for in any provider’s services is scalability. The chances are good that your shop won’t stay the same size forever, and as you begin to add product lines to your catalog, knowing you’re working with a provider who can continue to meet your needs no matter what the future brings is key.

Another thing you may want to look for in a recommendation engine is the ability to set your own merchandising rules and drivers. This can really help increase your profits, as it gives you more control over your own shop and what customers see.

Finally, search for a provider who can not only provider recommendations on site to consumers who are buying your merchandise, but also one who will help you connect with them in a variety of other ways such as email and text messages.

The right recommendation engine could really help your company take off, but make certain you invest in one that will truly meet your needs.

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