September 3, 2009, 12:00 AM

Personalized wine lists uncork more sales at Wine.com

A new product recommendation feature on Wine.com is helping to drive up average order values by 26%, CEO Rich Bergsund says.

A new product recommendation feature on Wine.com is helping drive up average order values by 26%, Wine.com Inc. CEO Rich Bergsund says.

Search for red Bordeaux wines on Wine.com, for example, and columns on the left and right sides of the landing page will recommend lists of related wines-but no two shoppers will see the same lists, Bergsund says. The underlying recommendation engine is from richrelevance Inc.

The recommendations, based on a shopper’s own shopping behavior as well as the interests of other shoppers, have accounted for almost 10% of orders on Wine.com-“which is enormous,” Bergsund says, adding: “The average order size is about 26% larger when customers order this way.”

Helping to boost those figures are applications like Wine.com’s “map it” feature, which is integrated with the recommended product listings to let shoppers click to the geographic location of the winery behind each featured bottle of wine, Bergsund says.

Wine.com is No. 218 in the Internet Retailer Top 500 Guide.

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