How Gramicci delivers engaging, personalized shopper experience
Hi there,
Mobile commerce turnover is predicted to reach $620.97 billion by 2024. This essentially means that almost half of all e-commerce purchases (42.9%) use mobile devices. Studies also show that in 2022, mobile devices generated the most sales over the Cyber Five period - the five days between Thanksgiving and Cyber Monday. Even if mobile isn’t the first point of purchase, more than 58% of U.S adults use their smartphones to start their holiday shopping - to research products and services before making a purchase.
The reasons are pretty obvious - accessible, practical, and highly interactive, amongst a host of other factors. Mobile devices are fast becoming a channel for product discovery and, more often than not, the endpoint for shoppers starting their journey.?
Retailers have also been experimenting to make mobile engagement attractive and retentive. However, experiments have always been tailored more towards engagement rather than conversion. Solutions and proof of working hypotheses have also been borrowed a bit too liberally from desktop sites. The result is that ecommerce sites are uncomfortably wedged into mobile screens and apps.?
How can retailers make their mobile sites and apps more efficient and profitable? Are there specific ways of looking at the site and how shoppers move through it to improve conversions and make it work more effectively??
Solving the sticky problem for mobile sites
One of the unique challenges of a mobile site or app is attracting and maintaining user attention for an extended period or a complete journey from the home page to conversion. Retailers agree that every channel and every customer requires 1:1 personalization, especially something as fickle as mobile sites. Even more critical for mobile commerce is product discovery. Shoppers have to be able to see variety while also seeing relevant products.
Sites typically use pop-ups, carousels, grids, etc., depending on the page, site, and medium for showcasing their recommendations. Preference for a specific layout style can also vary according to geographies and the kind of shoppers visiting the site. The stickiness of a site hinges a lot on how a shopper navigates through the site and sees the products they want. What makes them scroll deeper, click through to the next product, and add to cart with as few in-site distractions as possible.
Having the option to show recommendations in different layouts and templates based on shopper engagement data is one way to ensure the underlying personalization solution is impactful and does its part to convert and retain shoppers.?
Working with data derived from shopper behavior, Vue.ai has crafted unique personalization solutions for customers, leading to
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How Gramicci delivers engaging, personalized shopper experience
Gramicci represents innovation and style in outdoor wear. Their focus on form and function has helped their apparel coexist as performance and lifestyle wear. They have also made in-roads overseas in markets like Japan with clothing that has a cross-cultural appeal. The Vue.ai team and Gramicci team implemented a grid-based recommendation system for the mobile site after analyzing user behavior and navigation across pages. The recommendation system showed more products in the vertical scroll. The layout helped expose more products to the shopper and made it easier for shoppers to discover products that matched their intent and preferences down to the attribute level. The case study details the analysis behind the implementation and how Gramicci and Vue.ai teams worked together:?
How grid-view layout improves product discovery and CTR
The grid-based recommendation system for the customer's mobile site helped expose more products to the shopper.
A business strategy that accounts for differences in shopper experience, usage, and purchase patterns across channels is critical for retailers to succeed. What is also needed is data-backed personalization strategies that are scalable and can be used to understand how to analyze, experiment, and implement strategies according to the channel.?
Our customers have extensively used personalization solutions on their desktop and mobile sites. They have been working with the Vue.ai team to understand, implement, and adopt strategies that would enable 1:1 dynamic personalization to be carried across all channels. And the results have helped them see improved CTR and conversion rates.