Retailers are tasked with the ever-present challenge to give customers what they want, when they want it — and even perhaps offer customers things they didn’t even know they might want. Targeted recommendations have been helping one one retailer accomplish just that, creating an automated way to offer customers extended options with a “helping hand” while shopping online.
Ranked #197 on the Internet Retailer 500, Motorcycle Superstore is an online motorcycle outfitter with more than $60 million in annual online sales. The e-tailer sought to replace its existing in-house product recommendation system with a more scalable solution. The company tapped RichRelevance to implement its RichRecs solution, which includes extensive merchandiser controls.
“We wanted to find an effective way to engage our customer with relevant products that really fit their needs as motorcycle enthusiasts,” said Greg Anderson, Head of E-Commerce, Motorcycle Superstore. “We were doing our own recommendations on the site — but it wasn’t a cost effective way for us to display recommendations — and we wanted to find a way to interact with customers on a more individual basis as opposed to setting global rule sets for product groups.”
Revving up Revenue
Utilizing the RichRecs solution, Motorcycle Superstore is now able to offer a personalized experience to every site visitor based on the shoppers’ unique attributes. Anderson said the company can now present online shoppers with targeted offers based on the department they’re shopping in, the price range they’re shopping in and on past products they have viewed while on the site.
RichRelevance’s team of personalization experts worked closely with Motorcycle Superstore to understand the company’s specific goals and challenges, such as the need to increase conversion and improve Average Order Value (AOV) in an intensely competitive landscape. Motorcycle Superstore’s business and personalization approach was further complicated by the company’s large number of SKUs (125,000) and seasonal consumer buying patterns.
Anderson emphasized the importance of catering to its array of customers. “[Our customers] have vastly different needs as consumers, although some of the products do correlate,” he said. “By having the recommendations based individually, it allows us to get the consumer to the best possible product as quickly and easily as possible.”
In the short time since the implementation, Motorcycle Superstore has driven more than $1.15 million in additional revenue. The company has also seen a 9.3% lift in AOV, as well as a 22% increase in units per order.
Moreover, Motorcycle Superstore recently implemented the RichRecs+Email solution to drive personalized recommendations within their customer emails and extend relevance across sales channels. The company can also deliver recommendations in event-based emails to customers that have already made purchases from Motorcycle Superstore. The more a customer shops and explores on the Motorcycle Superstore site, the more recommendations adjust to their activity and goals.