How does behavioural merchandising work?

Posted by Merchenta on November 2, 2010

Merchenta behavioural merchandising draws upon several data sources to dynamically construct collections of ‘recommended’ products.

A series of real-time personalisation algorithms digest these analytics to make relevant offers within the MiniStores to each consumer, based upon a micro-segmentation strategy.

Our advanced, self-optimising algorithms take into account several factors including  :

  • anonymised consumer browsing behaviour
  • anonymised purchase history
  • collected catalogue interaction analytics
  • product characteristics (such as colour, size, brand etc)
  • explicit product preferences
  • multi-channel consumer activity
  • consumer psychology
  • …and more.

 

Consumer onsite behaviour is aggregated with offsite Merchenta activity to provide a single, unified view.

The most up-to-date product inventory, pricing and catalogue are combined to ensure consumers receive offers which are relevant to them at that point in time. Each set of product recommendations is generated in real-time for each specific consumer session.

So how easy is it?

Integration is straightforward. Merchenta behavioural merchandising is compatible with most ecommerce solutions and technologies.

It requires just a single tag to be added to the product and checkout pages (or page templates) of the e-tailer’s ecommerce website. And that’s it.

Retargeting Split Tests

Using Merchenta’s display retargeting platform, marketers can run split-tests to measure the impact of Merchenta IntelliAds upon consumer behaviour. These statistically rigorous tests eliminate the guesswork in assessing the true contribution of display retargeting within the overall online marketing mix.

Show me how

With Merchenta’s split test feature we were able to conduct a test and track the results to show the value of our retargeting campaigns. Results were very positive and better than expected.