‘Personalized Merchandising’ refers to how products are presented, displayed and promoted during the user journey based on the visitor’s interactions and previous visitors’ engagement onsite and offsite (via email and social media).
PureClarity uses zones across your website to show banners and product recommendation. These zones are referred to as Behavioral Merchandising Zone (BMZ). They can also appear in automated emails too.
The example below shows a BMZ on the home page showing a product recommender with personalized results based on crowd-based, segment information and individual behavior.
You can define multiple BMZs per page type, although we suggest a maximum of 8 BMZs per page type in the interest of speed performance.
BMZs can appear on many types of pages within your site. PureClarity defines over 19 types of Page Types, such as Homepage, Basket Page, Product Page, Checkout Page and MyRecommendations Page.
You can let PureClarity determine the best recommender to show by letting it operate in the default AI mode. You can also override the defaults by creating personalized campaigns and choosing which banners and recommenders to show to an individual.
Each page type also has contextual information, such as product id, brand id and category id, that the recommenders uses.
PureClarity provides four different types of content for the BMZs which can be configured manually or allowed to run hands-off using the systems AI algorithms. These are:
- Static Banner– a graphic that will be displayed to matching Segments.
- Rotating Carousel– a series of rotating images – the content of which will be personalized to the individual.
- Recommender– either a default AI recommender or a manually defined recommender showing personalized results for the individual.
- HTML– for advance use, showing HTML content to the matching Segment.
The default campaign defines how your website will look to anyone who doesn’t match a segment. It defines the types of recommenders and promotional banners for ‘Everyone’.
When configuring PureClarity you start with the Default Campaign. Any personalized campaigns targeted to individuals/customer segments will then override the default campaign.
The default campaign defines all the page types and their BMZs within your implementation of PureClarity.
You can choose to run PureClarity hands-off where all the BMZs will be set to ‘AI Default Recommender’ or choose to override the content.
PureClarity allows you to create different personalized campaigns targeted at different segments. These campaigns will override the content within the Default Campaign if the individual is within a segment targeted in a campaign.
You can set up many different types of personalized campaigns, for example:
- Sales Events– events such as Mother’s Day, end of season sales.
- Standard– standard events that are mostly year round targeted at profiles such First Time Visitor, Returning Visitor not bought.
- Default Campaign– the campaign that is shown where elements of other campaigns don’t match a segment.
PureClarity works through the Campaign List top to bottom to match individuals. So it is best practice to put Sales Events at the top of the list followed by your Standard campaigns; the Default Campaign will only show where an individual doesn’t match any campaign for their segments. In this way, a person matched a profile in Sales Events then they’ll see the content for that first.