John Lewis unveils new personalisation strategy with RichRelevance

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RichRelevance, provider of dynamic e-commerce personalisation for retailers, has announced a partnership with John Lewis to provide a personalised shopping experience for customers of johnlewis.com on the website and via its email strategy. John Lewis selected RichRelevance as the company's personalisation partner following a successful test of the software in late November.

John Lewis reported a 27.9 per cent increase in online sales in the five weeks to 31st December, and had introduced RichRelevance's personalised product recommendations in mid-November. The company has identified e-commerce personalisation as an important strategy for accelerating growth online. By using RichRelevance's personalisation engine to dynamically analyse shopping behaviour alongside data on relationships between products and product categories, johnlewis.com is able to offer every customer a unique and personalised experience.

"We see personalisation as an extension of quality customer service, by giving every shopper an experience that's uniquely tailored to their preferences," said Sean O'Connor, Head of Online Delivery & Customer Experience at John Lewis. "We chose RichRelevance as our personalisation partner because their technology provides our customers with increasingly relevant product recommendations, so that they're able to find related products they want to buy more easily. We've seen a substantial lift in sales and order volume."

Following the success of the initial test period, John Lewis also integrated personalised recommendations into their email campaigns, driving a significant increase in cross-sell activity within the order confirmation email programmes.

"As more retailers in the UK add personalisation to their roadmaps, they are becoming aware that there is a difference between providing a truly personalised experience and simply serving up static product recommendations," said Darren Hitchcock, VP of the UK and European Region, RichRelevance. "It has been an exciting experience partnering with John Lewis and demonstrating how powerful personalisation can be to both online customer engagement and the bottom line."