Daily Insights

Relevance Is the New Currency

By: Evan Bakker | Jan 15, 2020

Although brands commonly invest in some type of explicit data capture on their sites—data requiring an active entry, such as name, birthday, and zip code—fewer have optimized their site experiences according to session-based, implicit data, according to Gartner’s report “Activating Explicit and Implicit Data to Personalize at Scale. Implicit data can help brands capture data from non-account holders, enabling brands to target and acquire new customers as they casually browse, opening opportunities beyond targeting existing customers. This is particularly critical for brands without loyalty programs as well as those managing diverse product assortments.

Overall, 94% of analyzed brands pushed recommended products somewhere on the site; however, only 45% deployed a “recently viewed” product carousel. Session-based cross-sell features like these are generally placed down the purchase funnel. For instance, brands are 171% more likely to surface recently viewed products on the PDP compared to the homepage. While this makes sense given consumers’ proximity to checkout, best-in-class brands curate their homepages to ensure maximum relevance throughout the journey. 

Fashion e-tailer Farfetch, for example, delivers an all-encompassing site experience grounded in implicit data capture. First off, Farfetch invests heavily in a full suite of cross-sell features, using relevance in an attempt to increase cart sizes. Shoppers are greeted with complementary products on PDP pages where they can shop the look. In addition, the brand leverages session-based data to surface both recommended and recently viewed products. Notably, the recommended products are variations tied to the current product, which could help with upsell efforts.

The department store rounds out its implicit-based strategy with cross-sell carousels even at the check-out page. Shoppers can view further recommendations and recently viewed products at this stage, with links to the respective PDPs. If a shopper selects a recommended product and places it in their shopping cart, they are automatically redirected back to the check-out page, saving them a step in the purchase path.