October 17, 2008, 12:00 AM

Personal Creations gets personal and boosts order size and value

Personalized gifts e-retailer Personal Creations was looking to optimize all the real estate on its e-commerce site to boost revenue. It also wanted to automate its merchandising processes. It killed two birds with one stone by personalizing the site.

Personalized gifts e-retailer Personal Creations was looking to optimize all of the real estate on its e-commerce site pages to drive increased revenue. It also was seeking to automate its merchandising processes. It killed two birds with one stone by personalizing the site.

The e-retailer, which offers 4,000 products, decided to implement site personalization technology, including product recommendations, to improve the customer experience and meet its goals. It uses the technology and services of site personalization vendor Certona.

This year to date, average order value is 45% higher for customers who click on product recommendations versus those who do not and items per order is 68% higher, Certona reports. And, it adds, products purchased through recommendations account for 18% of all revenue at Personal Creations.

Product recommendations are created based on real-time behavior on the e-commerce site. The technology creates individual profiles using anonymous cookies that track where shoppers click and what they search. The Certona system then gauges the intent of the shopper, displaying recommended products on product, category and order confirmation pages and in the shopping cart.

“We’re in a renaissance of personalization,” said Meyar Sheik, CEO of Certona, during a session titled “Real-Time Personalization: Analytics Turned into Action” at this week’s Web Experience Forum ’08, held in Boston by Gomez Inc. and sponsored in part by Internet Retailer. “E-commerce professionals are trying to figure out how to engage their customers through better relevancy to improve the customer experience. This is where personalization can help.”

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