Lamps Plus lights up with personalisation
By Retail Technology | Friday September 7 2018
Lighting retailer Lamps Plus has reduced bounce rates from online product ads by 22% with new personalisation software
The firm recorded the success after expanding its partnership with omnichannel personalisation software provider Certona.
Lamps Plus has been utilising Certona’s targeting capabilities to personalise product landing pages.
Paid search campaigns are a key part of the Lamps Plus marketing strategy and with Certona they can deliver a relevant sort of similar products based on shoppers’
interactions with a product listing advertisement (PLA).
Bounce rates
This new strategy has not only significantly reduced bounce rates from paid traffic sources, but also resulted in a 17% bounce rate reduction from all external
traffic.
As shoppers discover a PLA on Google, clicking that ad brings them to a personalised LampsPlus.com landing page featuring the product in the PLA and a relevant sort of personalised product recommendations powered by Certona’s predictive algorithm based on real-time shopper behaviour, paid search keywords and other contextual information such as device type, referring search engine, location and time of day.
Angela Hsu, SVP of marketing and ecommerce for Lamps Plus, said: “Our personalisation programme ensures that customers see an expanded selection of lighting and home furnishing products that match their preferences and needs, which has generated more sales.”
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