Online Merchandising – time to break all the rules

Online retailers are missing out on sales opportunities because they are unable to create relevant merchandising rules for each customer. Sören Meelby, VP of Marketing at Apptus argues that the time is now for retailers to stop struggling with rules-based personalisation and move onto the next phase of predictive machine-learning. For online retailers with large product ranges, the inability to create relevant merchandising rules for each customer is costing time, money and sales. The rules can’t cope For online merchandisers aiming to personalise experiences for their customers, the approach, to date, has been to create personalisation rules that dictate what a customer might see on a page. In simple terms this might be ‘if this product is displayed, show these other promotions’ or ‘if we know this about the shopper,…


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