SMART: Closing the Revolving Google Door
You’re deep into a forum and encounter a post mentioning the product that will solve your problem.
Or, you’re on a product page staring at a product that might solve your problem, but won’t feel convinced unless you can read a how-to article.
Ideally, the information you want next would be available from a link on the page in front of you. But today, you likely use Google to make the connection between information and product. And then perhaps Google again to find the page you inadvertently left. For retailers, this revolving door leaks customers the way a physical revolving door leaks warm air.
Peerius has released SMART-media, a service that enables retailers and information-purveyors to automatically deliver a page that contains the products, articles and links that will engage the visitor. SMART-media creates a vocabulary and semantic relationships for a retailer’s product catalog, and for a relevant content source. Content and product display widgets are placed on pages to deliver the relevant content, whether articles or product recommendations. New content and product recommendations are created with each page view and action (such as hovers and clicks) and rendered as the page is refreshed. Content is selected based on shopper, product and time attributes. Some of the attributes used are item popularity, visitor view history and price sensitivity, product brand, category, and price. SMART-media also includes an auction service to make content acquisition easier (and less costly). Participants buy and sell content using content attributes, as well as price. While SMART-media early users are focused on connecting products and high-quality content, the service is capable of creating entire personalized pages or emails.
Mytights.com uses SMART-media. As you can see, above, a blog page contains product recommendations. That doesn’t seem like a big deal to you? If you visit Nike’s blog, as an example, you will not find product recommendations nor will you find links to purchase the item being featured. If you visit mytights.com, you’ll find that the product pages also contain recommendations for blog posts, and most pages on the site contain recommendations for blog posts as well as products. It makes for a rather engaging experience, as you consider products while reading about fashion and legwear technology.
Peerius claims that SMART-media can increase revenue by 3-5%.
SMART-media extends Peerius’s personalization offerings, which also include SMART-recs, SMART-content, SMART-mail, SMART-ranking, SMART-landing, and SMART-target.
Peerius, which is based in London, provides personalization and recommendation solutions for retailers, with a strong client base in the apparel and accessories category. Three-quarters of its deployments are in Europe, one fifth in North America, and the remainder in Australia. Its European clients are in U.K., Germany, Denmark, France and the Netherlands.