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Web shopping sites are implementing new techniques to woo the customers to their sites. As part of this method, the online shoe retailer Zappos.com has personalized its search by adding a product recommendation in its home page.
Zappos.com has signed up with ChoiceStream that helps e-commerce sites give shoppers personalized recommendations based on which products shoppers have browsed or purchased in the past and those products that other people with similar taste have bought. When a visitor visits, a product recommendations show up appears in a big box to drag the attention.
Zappos’s director, Brian Kalma said, "The whole need for personalization is something we identified."
"Customers want relevant content delivered to them, they want things that speak to them, not just blanketed targeting," he added.
ChoiceStream also offers software that sends follow-up e-mail messages to customers with product recommendations based on what they looked at on a site. Apart from that it runs banner ads on different Web sites to update the customers about different products.
According to Kalma, Zappos prefers to offer recommendations that customers see only on the site than doing overmarketing. However, he didn’t deny the option of sending mails later.
"We're very cautious about throwing stuff to them when they're not looking for it," he added.
As per the statistics, Zappos.com has garnered a three percent increase in sales since starting the product recommendations and has noticed about 20 percent more page visits.
