Online shopping offers so many choices for consumers, which poses a challenge for retailers looking to tailor choices to buyers’ desires. Customer Experience Management vendor SDL announced the release of its Fredhopper 7.2 platform, which offers new features to help retailers target and personalize their online stores.
Jan Jaap Kolleman, CEO of SDL’s Web Content Management Solutions division, said in a statement that the new version “represents a further significant leap in targeting and personalization software that truly understands shopper behavior,” allowing retailers to better cater to consumers. Kolleman added that the company has had “incredible feedback” about the overall simplicity and ease of use of the new features.
Triggers, Action Rules
Via a dashboard, retailers can guide shoppers through an online store, which SDL said increases the likelihood of a purchase. Techniques include dynamically reorganizing shelves, emphasizing items through search results, automatically generating upsell campaigns, predictive analysis of consumer buying patterns and other strategies.
New features include enhancements of the product trigger technology, which matches products to perceived customer needs. In version 7.2, for instance, the trigger can be personalized at a more granular level, down to a specific product’s single attribute.
The new version also offers an expanded set of action rules. Additional data points for setting the action rules can include a consumer’s age, shopping history or favorite brand, all of which can be utilized to determine which products to feature.
There’s also a “ranking cocktail tool,” so that sales strategies can be revised almost instantly. This enables retailers to determine whether shoppers see, for instance, new products, high-margin products or products with a large inventory.
A new Personalization Service allows retailers to collect shopper information across various sites, and glean trends and other insights from the data. SDL gives the example of a shopper building a multi-piece outfit on a fashion lifestyle website, and then sharing the outfit’s details with friends on social networks. The retailer can use that information to recommend the same complete outfit to customers who view one or more of its constituent items.
With 70 offices in 38 countries, SDL provides technology and service solutions that include social listening, marketing analytics, campaign management, language management and services, video and written content creation, web content management and e-commerce.