Function18.com, which sells golf clothing from top sports brands such as Nike and Adidas, has seen an 18% increase in average order values while doubling page views and time-on-site with new AI-powered personalisation technology.
The newly launched technology , from Nosto, can automatically personalise every element on a retail site from the navigation bar, banners, videos and Call To Actions (CTAs), to logos – for both desktop and mobile – in real-time.
On average Function18’s visitors are 1.3x more likely to make a purchase since the new technology came in.
The UK based online retailer is one of the first ecommerce sites to start using Nosto’s new real-time Onsite Content Personalisation system which plays a key role in personalising the images and content shown to shoppers to best capture and engage with them through both traditional and mobile shopping experiences.
Many of Function18’s customers are extremely brand loyal. So for example, by combining Onsite Content Personalisation with real-time behavioural data on customers’ brand affinity, the retailer is able to personalise the home page experience and prioritise the display of Nike hero banners to Nike customers and show Adidas hero banners to those who prefer Adidas.
While Function18 has been using Nosto’s AI powered Onsite Product Recommendations to great effect for years, this latest Nosto technology goes beyond that according to Ben Slaven, Marketing Director at the retailer. It is particularly effective for targeting the growing number of mobile shoppers he explains.
“Adopting Nosto’s Onsite Content Personalization was the logical next step for us as an ecommerce company,” he says. “With increasing amounts of mobile consumers, we need to be able to predict and show them what they want to see. With limited real estate, we need to show them images and content that is related to what they want to buy so that we can best capture and engage with them.”
Onsite Content Personalization works hand in hand with another new product offering, Nosto’s Segmentation & Insights, which helps Function18 to better understand who their customers are and what they buy. This is based on Nosto’s AI analysing both transactional events and online browsing behaviour in real-time to understand buying intent and the Customer Lifecycle. With these insights it is able to automatically group visitors into target segments or allow ecommerce sites to create their own custom segments that can be used to deliver personalised content and images.
For example the technology can automatically create segments based on customer lifecycle stage, top selling locations, top selling brands, top selling categories and device types. For all segments it provides insights and data such as what times or days of the week are best for conversions; what are each segment’s most popular products; and which segments have an unusually high average order value.
“Nosto Segmentation & Insights has opened our eyes to a new level of customer data which can be easily digested and then quickly converted into onsite retail opportunity through Nosto’s other products such as Onsite Content Personalization,” says Slaven.
The segment data from Segmentation & Insights can be exported to Facebook, Instagram, Google Analytics and email marketing systems to support integrated multichannel ecommerce marketing campaigns.
Jim Lofgren, Nosto’s CEO explains how the company’s two new offerings Segmentation & Insights and Onsite Content Personalisation can work together to deliver value to retailers and their customers.
“Traditionally, segmentation techniques have operated by giving you data after the fact,” he says. “But as Function18’s experience makes clear, we’re able to deliver segmentation in real-time, out of the box, while the shopper is still on the site. And by tying it up with content personalisation technology, we make it immediately actionable – giving retailers the ability to tailor the entire online experience to individual visitors or segments. And when you can do that, it’s also better for shoppers – which is why they stay longer on a site and ultimately buy more as Function18 is finding.”
Image: Function18/Under Armour