"Personalization", "comment" and "recommendation" make the winning retailer

When consumers sit on comfortable sofas for online shopping, they enjoy a great deal of convenience: Not only save time, but also dispense with transportation and taxes. Online shopping allows them to have more choices than in physical stores.

However, consumers are also disappointed. They do not have access to personalized product communication, such as: No people are provided with information about products, price ranges, and personalized advice.

began to receive attention

To this end, industry experts call for personalized, comments and recommendations to become http://www.aliyun.com/zixun/aggregation/7977.html "> online retailer's top priority." If this appeal is implemented effectively, it will greatly reduce the gap between shopping and shopping on the customer service line.

Product recommendation

A market consultancy study found that 54 of American online consumers were aware of product referrals through e-commerce sites, with 34 of consumers buying products based on product recommendations.

Online retailers operating footwear (footwearetc.com) have recently confirmed this. Since new systems have been applied to its E-commerce Web site, product referrals have increased sales by 75. (pictured below)

Some online merchants will display the recommended products for consumers on the homepage. In this way, repeat customers can see the products that retailers think they will like when browsing the site. Usually, however, the product that the retailer recommends is not visible until the customer delves into its website and browses to the classified, product, search results, or shopping carts.

Test

It is important to find the right type of recommendation system that retailers should test before executing the program.

On the new on-demand recommendation engine's A/b test, through the Internet will footwear etc. The marketing team's recommended business to promote, third-party engine increased by 54 of the recommended business click-through. Retailers said: "The recommended business increased by 75 sales growth and 69 average order price growth." ”

Footwear etc. Online business Manager--Mekbaranov said: "We are shocked by the remarkable increase in revenue."

Behavioral parameter files

In adding a referral system, analysts say retailers should be counting consumer purchases rather than the number of consumers. The establishment of behavioral parameter files depends on the program. Some programs create files for customers based on their personal behavior on the retail site, and other procedures are based on the activities of all customers and the appropriate recommendations for the customer.

These methods rely on anonymous cookies (anonymous cookies). It sets up a tracking identification number for each customer to enable the retailer to monitor consumer behavior. Online retailers place JavaScript tags on web pages to track consumer behavior, such as clicks, read pages and time to shop, and transfer these data to a referral server.

1.5 million reviews

Showing the right products to consumers at the right time can boost sales, but the strongest push may come from peer shopper referrals. That's why retailers consider personalization while considering credit ratings and reviews.

Ebags, an online retailer, believes that customer reviews are important, so he is trying to make sure that its retail site can handle all credit levels and reviews. The users on ebags.com now have more than 1.5 million comments, and one of the products has 4,000 reviews.

"A lot of comments are really important, and even negative reviews are helpful." "What customers really appreciate is that you have such a layout," said Peter Cobb, co-founder and senior vice president of the market, ebags.

Translated from Internet retailer edited this article will be included in the "business of the operator-Web business Success" expected publication date December 2009