Matalan introduces automated recommendation as it looks to boost personalisation

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Matalan has introduced automated recommendations on its website.

The fashion-to-homewares value retailer aims to give shoppers a more personalised online experience while itself gaining more flexibility through merchandising control by using RichRelevance’s dynamic personalisation technology.

“Personalisation enables us to build trust and loyalty with our customers by providing an experience that is dynamically tailored for them,” said Andrew Scott, head of ecommerce and international at Matalan . “Having worked with other personalisation providers, I can attest to the fact they are not created equally. With RichRelevance, we gained increased flexibility in merchandising controls and in-country support. We have been very impressed with the initial results of the implementation and I am confident that our partnership with RichRelevance will continue to grow as we grow.”

Darren Hitchcock, RichRelevance vice president of UK and Europe, said: “It is a very strategic move for Matalan to implement a personalisation initiative. Matalan’s unique offer is to provide customers with on-trend fashion at competitive prices. When product prices are low, increasing AOV (average order value) is one of the most efficient ways to enhance revenue. Personalised recommendations are extremely effective for driving up AOV and we’ve seen significant results with this implementation since launch.”

Matalan joins UK retailers including Marks & Spencer and John Lewis on the Rich Relevance client roster.

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