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CLIENT: LuckyVitamin.com
VENDOR: MyBuys
OBJECTIVE: Use customer behavior to personalize e-commerce experience with relevant recommendations and targeted email
THE AIM: Luck has nothing to do with LuckyVitamin.com's impressive Web traffic and high conversion levels. The e-commerce site, which sells discounted nutritional supplements, herbs, and other natural health-and-wellness products, owes its success to a strategy predicated on customer-centricity and deep personalization.
There's nothing more personal than a person's health, an insight LuckyVitamin President Sam Wolf always keeps firmly in mind. Visitors to LuckyVitamin.com might just be browsing for a supplement to give their hair more luster and shine-or they might be suffering from a serious illness. In either case Wolf knows the importance of recommendations, and how eager customers are for relevant content to inform their purchase decisions.
Considering that LuckyVitamin's online catalog contains more than 30,000 items, ensuring smart segmentation and a personalized browsing experience can be a serious challenge. Its demographic set includes everyone from bodybuilders looking for muscle-boosters to moms trying to find the best eco-friendly cleaning products, so providing an individual experience for every customer is no easy feat.
"The customer expects that now," Wolf says. "They expect the products they're shown to be relevant and for the recommendations they receive...