Personalization enables ecommerce players to deliver more inspiring shopping experiences and improve conversions by offering the right products, in the right place, to the right people. Personalization at every stage of the buying cycle, and at every touchpoint, improves performance by providing the visitor with the most relevant content and products.
La Redoute, the French e-commerce giant, recently implemented a multi-channel and personalized approach. A challenge for the gamer with a catalog of more than 500,000 products and 10 million customers in 20 countries. To implement this multi-channel personalization strategy, La Redoute relied on the Attraqt solution, which specializes in product discovery.
La Redoute goals
Using Attraqt for its personalization strategy, La Redoute was primarily looking to improve the shopping experience for its customers. The three main objectives of a retailer are:
- Set up an automatic email sender with personalized recommendations as the website bounces,
- Provide a better shopping experience through personalization of content and product recommendations,
- Create personalized shopping experiences tailored to each channel.
The importance of omnichannel personalization
With Attraqt, retailers can use omnichannel personalization and deliver the right products at the right time, on the right touchpoints (email, landing page, category page, product sheet, etc). The shopping experience is then personalized throughout the customer journey, from discovery to purchase and re-engagement.
With these personalized recommendations, e-commerce players can generate more conversions and more purchases. La Redoute, for example, manages to deliver relevant products in emails that are completely personalized and adapted to the customer’s journey. Emails associated with personalized landing pages help encourage customers to buy and re-engage.
In concrete terms, the Atraket algorithm uses various signals sent by visitors, in order to provide them with the most relevant products and those that arouse curiosity. In particular, La Redoute has been able to customize the “Apparel” category page by offering products that fit the customer’s profile.
Personalizing the experience can go much further. Thus La Redoute can send personalized birthday emails pointing to custom landing pages as well. The brand can also react to the buyer’s actions, by sending a follow-up email with personalized recommendations in the event of a bounce from the website. Then the most intentional visitors can receive these emails at the most crucial moment in the buying journey.
Thanks to the deployment of this multi-channel personalization strategy, La Redoute has recorded a significant improvement in its results.
- + 25.4% CTR
- +30% CTR in personalized emails
- + 40% CTR on the site thanks to personal recommendations
The benefits are clear: more interactions, more shares, more conversions and more purchases.
To learn more about La Redoute’s strategy, you can download the case study at the link below.