Monetate：2018年Q2电子商务报告（英文版）(31页).pdf

1、The Right Recommendations EQ2 | 2018 Table of Contents 2 About the EQ 3 Introduction 4 Driving Engagement 8 The Long-Tail Benefits 10 Delivering an Individualized Experience 12 Conclusion 14 Benchmarks US Sales average number of items purchased: 3), indicating thatrelative to cross-selling and incre

2、asing AOVtheres little to gain from recommendations that dont trigger engagement from customers. Therefore, whether the goal is to push specific product sets or to give the customer a smoother experience, the only way to drive actual value from recommendations is to take a customer-centric approach:

3、 They only matter if they can capture the attention of the shopper by displaying something well-suited to that individual, in that particular moment. Otherwise, theyre just visual clutter. Number of Items Purchased in Session, by Exposure to Recommendations 5.00 3.75 2.50 1.25 0.00 No ImpressionsImp

4、ression Number of Items Purchased In-Session Average Order Value, by Exposure to Recommendations $125 $100 $75 $50 $25 $0 No ImpressionsImpression Average Order Value US Sales & Service Call 877-MONETATE (US) | EMEA Sales & Service +44 203 7500 376 8 Monetate Ecommerce Quarterly Report | Q2 2018 The

5、 Long-Tail Benefits The in-session benefits of delivering the right recommendations are very clear. But not all shoppers are ready to act right away, and their journeys shouldnt be excluded from our analysis of recommendations overall impact. As weve explored in EQ3 2017 and other recent editions of

6、 the EQ, the customer journey is increasingly unpredictable: “normal” shopping behaviors frequently span multiple devices and sessions along the path to purchase. So, we also examined return sessions to better understand what drives the success of product recommendations, and whether they could capt