Cabelas.com looks for a sales lift from page personalization
Taking a lesson from its customized e-mail program, Cabela’s Inc., web and catalog retailer of outdoor gear and clothing, plans to launch customized pages at Cabelas.com this summer based on information that customers provide when they register at the site.
The right column will feature the personalized material, featuring products that Cabela’s believes customers will be interested in based on a registration form. The top of each column will showcase a low-price impulse-purchase item. Cabela`s is using Art Technology Group Inc.`s Consumer Commerce suite and Scenario Personalization product for the page presentations.
Based on Cabela’s experience with customized e-mails, Cabela’s expects the personalized features to drive sales. “With customized e-mail, we see a higher percentage of customers willing to open them, a higher percentage buying and a higher average order,” says Sam Sidner, marketing manager of Cabelas.com. “We expect to see the same kind of incremental improvement on the web site.”
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