Who is the Client

A US-based global brand of outdoor active lifestyle gear that is people’s preferred choice for sports clothing, equipment, and accessories in 70+ countries.

The Challenge

The client’s marketing team was looking for compelling ways to maximize their revenue by cross-selling and upselling the products. For this purpose, they wanted to strike a meaningful interaction with the customers by improving the client's inventory management to make personalized product recommendations. The client wanted to use the data collected through various stages of customers’ buying journey to identify their needs and provide intelligent product recommendations.

However, the expanse of the project was a challenge for the client as it included three major sub-brand websites that targeted multiple geographies in their specific languages. To implement a product recommendation strategy on these websites, the client needed to maintain the website data geographically and capture the individual experiences based on their location to make relevant product recommendations.

The client was looking for a technology partner to help them build and implement a solution taking the product’s price, inventory, business goals, and geography into account, and encouraging customers to buy more with this upselling, cross-selling strategy.

The Solution

Our team found out that the client, though an Adobe Experience Cloud user, wasn’t using the technology to its full potential to market its products. So we helped them scale up their sales by building a product recommendation engine on the websites using Adobe Target to drive customers’ interest.

We implemented Adobe Target on the product pages of all three sites, enabling artificial intelligence (AI)-driven algorithms to automatically generate product recommendations for the client’s customers throughout their journey, converting casual visitors into paying customers. Its test and optimization features help the client understand their customers better, anticipate their needs, identify the right offer or product for each of them, and make engaging recommendations.

Besides, Adobe Target was also integrated with the websites’ chatbots (server-side, 247.ai) to enable product recommendations over chats. The integration enabled the customers to interact with the chatbot to get product recommendations based on their selections related to gender, product, color preference, etc.

To enable proper functionality of the product recommendation engine, we also integrated the client’s websites with Adobe Analytics, which serves as a unified platform for the client, to manage all customer data and product recommendations related to these websites. Besides, these websites are also integrated with Google Feed and Adobe Launch for a unified tag management from multiple sources. It made it easy to track the visitors’ behavior in real-time and segment the customers that are returning to the client’s website.

The marketing team is now more in control of product recommendations and is free to present the recommendations on a page, vertically or horizontally. The client now uses website analytics regularly to generate performance reports on product recommendations, helping them maximize the upselling and cross-selling of products.

Business Impact

  • The product recommendation section now has a 12% click-through rate (CTR).
  • The section is driving 80% conversion.
  • The recommended products drive more than 2% of the overall engagement on the website.

Technologies Used

Adobe Target. An Adobe Experience Cloud solution that provides everything you need to tailor and personalize your customers' experiences
Adobe Launch. A next-generation tag management system that unifies the client-side marketing ecosystem
Adobe Analytics. It puts industry-leading data into customizable visualizations that drive better marketing decisions
Google Feed. It makes it easier to discover, explore, and stay connected to what matters to you—even when you don't have a query
Narvar. A service that improves online post-purchase experiences

Related Capabilities

Manage the Creation of Personalized and Relevant Content Across Platforms

Content drives engagement. We simplify information management for you to accelerate content productivity of uncompromised quality. Our competencies in CMS platforms help you optimize content management and stay relevant in the ever-changing digital landscape.

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