The importance of site personalization is hard to overstate — 44% of consumers are more likely to repurchase from a brand if they have a personalized shopping experience. In order to mimic the online experience of a personal shopper, over half of brands in Gartner L2’s data and targeting report include a “Recommended for You” section on product pages. Activewear brands lead in this practice, with 91% adoption.

Reebok and Adidas are at the forefront of offering personalized experiences on their home and account pages. Upon entering the customer account, Reebok users are greeted with recommended products based on their browsing behavior. These suggestions are usually related to the user’s recently viewed products, a feature only 23% of analyzed brands have.


Interestingly, fewer brands have opted to add a “Recently Viewed” section to their product pages. Activewear brand Adidas is not only one of the brands that does incorporate the feature, but also takes it a step further by welcoming consumers with a carousel of recently viewed products right on the homepage. The homepage is the doorway into the site, so brands should build it into a tailored, Amazon-esque experience.

With more consumers seeking out a personalized online shopping experience, brands should take a note from Reebok and Adidas’s playbook and design home and account pages from the consumer’s point of view in mind.

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