Matalan's new personalisation initiative with RichRelevance makes fashion sense

This article is brought to you by Retail Technology Review: Matalan's new personalisation initiative with RichRelevance makes fashion sense.

RichRelevance, provider of dynamic e-commerce personalisation for the world's largest retailers, has announced that Matalan, a fashion-forward apparel and homeware goods retailer, joins John Lewis and Marks & Spencer on its list of leading British retail customers. Matalan implemented RichRelevance to deliver dynamic e-commerce personalisation on its site with the specific goal of increasing merchandising control and extending its personalisation across multiple channels.

By integrating RichRelevance's personalisation technology online, Matalan is able to analyse shopping behaviour and affinities alongside data on relationships between products, product categories, brands and attributes, offering every customer a unique and personalised experience. Recommendations are based on shopping patterns such as past view or purchase behaviour and adjust dynamically to ensure that each customer is presented with products that are highly relevant and meaningful. The retailer also uses fashion-relevant messages such as "customers with similar style also viewed" to engage their customers. RichRelevance's approach to personalisation is the only one on the market that facilitates competition among 100 independent algorithms (recommendation types) and then determines, in real time, which algorithm is best matched to a particular customer's needs at a specific place and time.

"Personalisation enables us to build trust and loyalty with our customers by providing an experience that is dynamically tailored for them. Having worked with other personalisation providers, I can attest to the fact they are not created equally. With RichRelevance, we gained increased flexibility in merchandising controls and in-country support," said Andrew Scott, Head of eCommerce and International at Matalan. "We have been very impressed with the initial results of the implementation and I am confident that our partnership with RichRelevance will continue to grow as we grow."
 
"It is a very strategic move for Matalan to implement a personalisation initiative. Matalan's unique offer is to provide customers with on-trend fashion at competitive prices. When product prices are low, increasing AOV is one of the most efficient ways to enhance revenue. Personalised recommendations are extremely effective for driving up AOV and we've seen significant results with this implementation since launch," said Darren Hitchcock, vice president of UK and Europe, RichRelevance. "We are delighted to partner with Matalan on this initiative and to be able to name the brand as our first British fashion retailer."