April 24, 2008, 12:00 AM

Personalization lifts average order value for Austad`s Golf

Austad’s Golf, a multi-channel retailer of golfing equipment, has increased average online order value by 20% since implementing personalized product recommendation technology, the retailer says.

Austad’s Golf, a multi-channel retailer of golfing equipment, has increased average online order value by 20% since implementing personalized product recommendation technology, says Joel Harrington, director of Internet operations and marketing.

Austads.com late last year began using technology from MyBuys Inc. to generate customized product recommendations and e-mail alerts based on an individual shopper’s behavior. MyBuys builds profiles of shoppers, then uses patented algorithms and real-time optimization to deliver the most relevant recommendations.

“Customers crave information on the products they want to buy, and if we give it to them and make it easier for them to find and buy the product, we’re creating loyal customers,” Harrington says. “Personalizing our site with MyBuys recommendations and e-mail alerts helps us win and keep customers.”

Under the MyBuys program, site visitors opt in to the e-mail alert program, select the categories of product they’re interested in, and begin receiving alerts about new or sale items in their selected categories.

Since implementing MyBuys, the number of recipients who open Austad’s e-mail marketing offers has more doubled, and Austad’s e-mail recipient-to-purchase conversion rate has increased by more than 130%, the retailer says. MyBuys-generated offers in the first quarter of this year led to incremental revenue that accounted for over 5% of Austad’s overall sales, it adds.

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