Personalization is an opportunity for brands to make recommendations that stick. Brands can use consumer data and browsing habits to recommend similar or complementary items on a product page, as well as previously viewed items. However, 7% of brands employ none of these tactics.
Sephora, a leader in cross-selling, employs all three recommendation methods and separates recommendations by similar, recently viewed, and complete the look.
Bed Bath & Beyond alters recommendation tactics based on where the consumer is in the path to purchase. Recommendations are plenty (and aimed at increasing basket size) when consumers are in the research phase. When they reach the product page, it recommends alternate and complimentary products.
For more on how brands are using consumer data to personalize experiences, download a copy of L2’s Personalization report.