Behavioural Merchandising drives Wilkinson Plus website conversion up by 22 per cent
Customer conversation will underpin the next phase of online growth for the UK’s leading retailer for general homewares.
Wilkinson Plus plans to reduce the cost of customer acquisition online by increasing conversion rates and average order values.The world’s largest on-demand eCommerce provider in partnership with Avail Intelligence has announced the successful addition of the Venda Behavioural Merchandising™ module across the WilkinsonPlus eCommerce site, with significant results.
It uses the collective wisdom of the community to generate, in real-time, individual recommendations relevant to that person. These are based on data including where visitors have come from, where they go, what they add to the basket as well as what they buy.
Wilkinson’s has already seen a significant improvement to its online conversion rates, which are up by 22.9 per cent while average order values have risen by 16 per cent. It is the first of hundreds of retailers operating on Venda’s Software as a Service (SaaS) ecommerce platform to benefit from the intelligent recommendations engine.
“We wanted a solution that could merchandise relevant products across dozens of categories, taking into account our speed of stock turnaround and the availability of some product lines.” said Stuart Carlisle, marketing manager at Wilkinson Plus.
“The solution has helped us to improve conversion rates by offering the correct product for that customer earlier on in the experience. At the same time we’ve also increased basket size by showing customers products they might not have initially come to buy, but were useful to them once we knew more about their behaviour on our website,” he added.
“The data that our clients have available to them is significant, and we wanted to provide them the correct tools to help them further enhance and personalise their online experience.” said Andy Houstoun, global head of marketing at Venda.
“We identified this opportunity as part of our roadmap of software enhancements and worked closely with our partner to deliver the optimal solution.”
“The intelligent merchandising system is not ‘vertical’ specific, at is it will address the individual trends and behaviours in each client’s customer base,” said Pontus Kristiansson, co-founder and CEO at Avail Intelligence. “The flexibility in Venda’s front-end means it will be straightforward to put the recommendations in multiple places through the customer journey.”
Kristiansson adds: “As part of Venda’s continuous platform upgrade schedule this module is now available to all its customers, and I look forward to seeing similar results for every client in the Venda community.”
Carlisle concluded, “life has also become much easier for our merchandising team, as the solution is fully automated and saves us the work of defining individual rules for products that need to be promoted in many zones across website.”
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