PredictiveIntent tunes up Musicademy.com

September 1, 2010

Specialist online music retailer uses behavioural merchandising to improve customer service and conversion rates

Global online retailer Musicademy.com has been able to accurately target its visitors with relevant products and content using behavioural recommendation and merchandising systems from PredictiveIntent.

The technology from the UK online retail specialist is helping to convert some 47% of the site’s visitors through automated merchandising that also reduce operational costs.

Catering to diverse needs

Musicademy.com has evolved to become a leading global online retailer for Worship music resources. Ranging from DVDs through to throat sprays, the company’s online proposition caters for all types of musician and varying skill levels.

Due to increasing demand for their products generated through an impressive digital marketing strategy, it became apparent that Musicademy’s merchandising and product discovery strategy had to change in order to capture visitor’s attention and convert them to buyers. Previously, visitors were simply being shown products and content based on overall store activity (best sellers, related products, popular blogs etc.), which were only relevant to a small segment of visitors. In addition, the cost in terms of time and resource to manually merchandise the store were increasing.

PredictiveIntent’s patent pending Suggestion Choreography Technology now enables the existing e-commerce and content management system (CMS) platforms to dynamically present the right products to the right visitor, depending on what their musical interests are and what stage of learning they are at. This means that every visitor receives a unique store experience based on multiple parameters, which are considered in real time to determine what they are interested in based on how they arrive at the store and how they then navigate around it.

Rapid roll out and results

The entire consultation and implementation process including testing, took less than a month and sales conversion rates have significantly improved, contributing to a double-digit increase in revenue. In addition, important savings in cost and time have been recognised through the removal of manual merchandising.

Marie Page, director of Musicademy and Digital Marketing Lecturer for the Chartered Institute Marketing, commented: “Our website offers a wide range of products each aimed at different audiences. Without PredictiveIntent's suggestion software we were often presenting customers with products and blog posts irrelevant to them. PredictiveIntent went the second mile in supporting the integration with our shopping software and blog and we are now pleased to be successfully pushing the boundaries of digital targeting.”