Onsite campaigns get personal

Figleaves.com, the world's largest online retailer of branded intimate apparel, is adopting on-demand content intelligence technology - one of the first online retailers in the UK to do so.

Figleaves.com will be able to refine its shop window based on the behaviour of visitors to the site, as well as providing personalised home pages.

Maxymiser has been retained on a two-year deal by figleaves.com to provide the technology, which is designed to serve up the best combination of content to each visitor in order to boost sales.

First, it uses artificial intelligence to find out which campaigns are having the best impact on response rates.

Behavioural targeting technology then discovers the best performing campaigns for each individual according to their customer traits and behaviour.

Visitors will be defined according to gender, purchase and browsing history, recency, source site, search history and whether they are first time or repeat visitors.

Mark Simpson of Maxymiser said: "Content intelligence techniques such as multivariate testing and behavioural targeting have been around for a while but figleaves.com's use of our solution will kick off a new era in which retail marketers can control complex "in store" campaigns without constant technical team involvement.

"They will benefit from access to definitive bottom line results which prove the value of creative work.

"Previous attempts to do this kind of thing involved major integration issues and a loss of control.

"Our approach is on-demand, quick to implement and gives the marketer the capability they need to do their job".

Catherine Hall, Online Merchandising Director, figleaves.com, commented: "This opens up a major new potential discipline for online retailers to promote sales to existing customers and visitors.

"By first building relevance by assessing creative against all visitors then improving targeting, we hope to be able to increase the effectiveness of our wide range of product campaigns onsite".

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