Product Recommendations & Pop-ups
To start, Smythson implemented Nosto’s Product Recommendations on both their product detail pages and their cart page. The primary goal of this move was to increase conversion rate by giving shoppers a seamless experience to browse variations of products while they are either viewing a specific product or in the process of purchasing it.
Another goal Smythson wanted to accomplish with this move was to increase average order value by displaying products that were commonly bought with products that shoppers were either on the detail page for or had in their cart. In addition to their multi-page product recommendations strategy, Smythson began deploying personalised cart abandonment pop-ups that gave shoppers a second chance to purchase a product they had in their cart but didn’t quite commit to.
Platform change and proving unique value
After a few months of running both Nosto’s product recommendations and personalised pop-ups with favourable results, it became time for Smythson to switch ecommerce platforms from Magento to Salesforce Commerce Cloud. With the change, Smythson decided they wanted to attempt using Commerce Cloud’s native product recommendations while maintaining their use of Nosto’s personalised pop-ups.
A few short months later, Smythson concluded that Commerce Cloud’s product recommendations were far too limited for their needs, as they wanted to showcase colour variations of their products and not just different product variations in their recommendations, so they immediately re-implemented Nosto’s Product Recommendations.