November 16, 2007, 12:00 AM

How BeallsFlorida.com boosts cross-sell conversions by 52%

BeallsFlorida.com, the online arm of Bealls Department Stores, has converted 52% more shoppers to buyers through its cross-selling merchandising offers with a new automated product recommendation application, the retailer says.

Don Davis

Editor in Chief

BeallsFlorida.com, the online arm of Beall’s Inc.’s Bealls Department Stores, has converted 52% more shoppers to buyers through its cross-selling merchandising offers with a new automated product recommendation application, the retailer says.

The Intelligent Offer product recommendation application from Coremetrics Inc. is designed to produce cross-selling offers based on an automated analysis of the products browsed and purchased in every visitor shopping session. It replaces a manual system at BeallsFlorida that presented cross-sell items based on “common sense” groupings of products, such as dishes from the same pattern or apparel items from the same line.

“We quickly learned that it pays to expand beyond guesswork and intuition when producing cross-sell recommendations,” says Laura Thorpe, e-commerce manager of marketing and merchandising at BeallsFlorida.com. “A given demographic may surprise you by consistently buying brands from completely different price ranges. Coremetrics` cross-sell suggestions are able to identify these unforeseen patterns because they are based on historical, factual data.”

“Coming up with cross-sell offers used to be a time-consuming process, but with Intelligent Offer, once you set the rules, you just let it run,” she adds. “We’re making decisions quicker than ever before, in part because we know we’re making them based on reliable data.”

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