February 26, 2009, 12:00 AM

Certona adds alerts to its personalization service

Certona’s new Resonance Alerts lets retailers push product content to customers via e-mail or mobile devices. MotoSport, an online retailer of motorcycle parts and accessories, is deploying the system.

Personalization software vendor Certona Corp. has added a new software-as-a-service offering that pushes behaviorally targeted and requested product content to customers via e-mail or mobile device. The Resonance Alerts feature is being integrated by retailer users of its Resonance Recommendations platform, Certona says.

“We see great potential with such a system in enhancing our customer service as well as increasing sales conversion rates and top-line revenue,” says Faramarz Farhoodi, chief information officer and vice president of e-commerce at MotoSport, a multi-channel retailer of parts, accessories and gear for riders of motorcycles, dirt bikes and all-terrain vehicles.

MotoSport is in the process of deploying the alerts on its site, but has not said how it will use the new service. The retailer already uses Certona’s product recommendation engine on its site to display personalized cross-sell and up-sell product suggestions to shoppers based on their behavioral profile. “We’ve had terrific success with the Resonance system overall, having seen a significant increase in average order value and items per order from visitors who’ve clicked on the platform’s product recommendations,” Farhoodi adds.

With the Resonance Alerts system, consumers can choose to be notified when items are back in stock, new product arrives, about sales and about products they`re likely to be interested in. Certona`s service also provides return on investment reporting capabilities to measure its impact on increasing e-mail opt-ins, conversions and contributions.

“However our retailers interact with their customers, our service profiles shoppers’ behavior, purchases and preferences and automatically makes the optimal recommendations in real time, thereby directly benefitting a retailer`s bottom line,” says Meyar Sheik, Certona’s chief executive officer.

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