Function18, which sells golf clothing from top sports brands such as Nike and Adidas, has seen an 18 per cent increase in average order values while doubling page views and time-on-site with new AI-powered personalisation technology from Nosto. The new technology can automatically personalise every element on a retail site from the navigation bar, banners, videos and Call To Actions (CTAs), to logos – for both desktop and mobile – in real-time. On average Function18’s visitors are 1.3x more likely to make a purchase since the new technology came into use.
The UK based online retailer is one of the first eCommerce sites to start using Nosto’s new real-time onsite content personalisation system which plays a key role in personalising the images and content shown to shoppers to best capture and engage with them through both traditional and mobile shopping experiences.
Many of Function18’s customers are extremely brand loyal. So for example, by combining onsite content personalisation with real-time behavioural data on customers’ brand affinity, the retailer is able to personalise the home page experience and prioritise the display of Nike hero banners to Nike customers and show Adidas hero banners to those who prefer Adidas.
While Function18 has been using Nosto’s AI powered onsite product recommendations to great effect for years, this latest Nosto technology goes beyond that according to Ben Slaven, marketing director at the retailer. It is particularly effective for targeting the growing number of mobile shoppers he explains:
“Adopting Nosto’s Onsite Content Personalization was the logical next step for us as an eCommerce company. With increasing amounts of mobile consumers, we need to be able to predict and show them what they want to see. With limited real estate, we need to show them images and content that is related to what they want to buy so that we can best capture and engage with them.”
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