11 December 2007
Woolworths has added to the armoury of its e-commerce website with a “collective intelligence” tool. The tool lets shoppers on the site assign a value to product recommendations and related purchases from other shoppers.
Woolworths is using the add-on to offer real-time reviews from the community for each customer browsing the site. Based on usage so it expects the service to deliver “immediate and measurable” improvements in conversion rates and average order values per customer.
Mark Batty, the retailer’s online marketing manager comments:
We have already noted improvements to the customer journey, with positive customer feedback on the recommendations generated. This has been particularly strong on toys, which is an extremely important area for Woolworths during the Christmas period.
Currently multi-channel sales make up 5% of Woolworths’ total revenues, but this can grow up to 10% at busy periods like Christmas.
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