So far, we’ve covered how to use Recommendations Premium to customize the rules that match shoppers with products based on the predictive model and business rules you set. We also shared how quickly you can drag and drop recommendations into your message design without the need to copy and paste code. To complete this series of articles, I want to focus on relevance.
It goes without saying that personalized product recommendations perform better because they are relevant to the shopper’s past behaviors. With Recommendations Premium, you have two options to make sure your results have real meaning for your customers.
Option 1: Recommend Based on Message Content
Display recommendations related to the products that are in your message. This option allows you to recommend based on products your customer is actively engaged with, including products you are promoting in your message or products that are part of a browse recovery, cart recovery or order confirmation message, for example.
In this case, if you’ve selected a predictive model or related products criteria in your recommendation, that model and criteria would be applied to the products in your message, and related products would be displayed in the message.
Option 2: Recommend Based on the Shopper’s History
Display recommendations that are related to products your customer has ordered or browsed recently. This option allows you to recommend based on a potentially wider array of product interactions and is particularly useful when you aren’t trying to market a specific product. Recommendations based on shopper history work especially well in lapsed purchase emails, re-engagement campaigns and birthday emails, to name just a few.
Making the Choice
So, where do you select the option? Right in the recommendation, in the Reference Products tab.
By default, nothing on this tab is enabled. In this state, your recommendation will follow Option 1 above, basing results on the products in the message. If you select either or both of the options on this tab, your recommendation will follow Option 2, basing results on the history of the items selected.
In the example below, you can see the person who receives your message will get recommendations related to products she recently browsed and products she ordered in the last 30 days.
That’s a Wrap
I hope this special three-part series has given you deeper insights into the power and ease of using Recommendations Premium. If you will be at Bronto Summit 2017, I invite you to attend my session: How to Enhance Your Emails With Bronto’s Personalized Recommendations. And be sure to stop by and see me in the Commerce Café to get all of your questions answered.
In the meantime, for more information, contact your Bronto account manager.