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Behavioural merchandising increases conversions by 22% and order value by 16% at Wilkinson

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General homewares retailer Wilkinson has increased its conversions by 22.9% and order value by 16% after installing the Venda Behavioural Merchandising module on its Wilkinson Plus ecommerce site.

The module is provided by Venda in partnership with behavioural merchandising specialists Avail and uses information such as where visitors have come from, where they go, what they add to the basket as well as what they buy to deliver real-time, individual recommendations relevant to each visitor to the site.

“We wanted a solution that could merchandise relevant products across dozens of categories, taking into account our speed of stock turnaround and the availability of some product lines,” says Stuart Carlisle, marketing manager at Wilkinson Plus.

“The solution has helped us to improve conversion rates by offering the correct product for that customer earlier on in the experience,” he added. “At the same time we’ve also increased basket size by showing customers products they might not have initially come to buy, but were useful to them once we knew more about their behaviour on our website.”

“Life has also become much easier for our merchandising team, as the solution is fully automated and saves us the work of defining individual rules for products that need to be promoted in many zones across website,” Carlisle concluded.

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