PureFormulas makes every effort to match the right health and supplements products with every customer. “In the supplement world you don’t like a product based on looks, and it’s important to get the one that is right for you,” said Lars Furtwaengler, VP of Ecommerce and Merchandising for the online retailer.
At PureFormulas, personalization efforts go beyond matching people and products. The brand uses a range of techniques from the moment a customer lands on its site through checkout and beyond. The retailer manages products and promotional offers that it presents based on broad categories like gender and age as well as specific actions taken by users, including their browsing and purchase behaviors.
It turns out that all that granular individualization is good for business. “We see approximately a 30% greater likelihood for a customer to purchase if they interact with our content, and a 25% higher AOV [Average Order Value] for people who have interacted with personalized content versus those that haven’t,” said Furtwaengler in an interview with Retail TouchPoints.