Online builders’ merchant CMOStores.com is seeing significant results from its latest investment in improving customer experience on its six e-commerce sites, with recommended product purchases doubling since the company invested in a new on-site personalisation solution.
In the six months since CMO partnered with artificial intelligence (AI) pioneer Peak, its on-site personalisation solution is driving twice as many transactions as the site’s original non-AI recommender tool. The solution, part of Peak’s Customer AI offering, creates hyper-personalised product recommendations at the point-of-sale across CMO’s web superstores.
What’s more, over a fifth of all transactions on the sites have involved an interaction with the solution, proving that customers are using and benefiting from the new technology. It has also led to an 11% increase in overall session values across the sites, and a 6.5% increase in overall session-to-transaction conversion rates. And in recognition of this success, the AI solution has recently been shortlisted in both the ‘Best use of AI’ and ‘Best Specialist eCommerce’ categories at the annual eCommerce Awards.
Like all of CMO’s innovations, the on-site personalisation solution was designed to improve customers’ experience when purchasing through the site by connecting them with products they are most likely to need, based on a customer’s purchase history and activity on the website. It was implemented after a rigorous A/B testing process, which allowed CMO to measure the potential impact of the new tech.
As certain building or DIY projects require a particular suite of products, the solution can not only make the process of searching for the right products much simpler, it can also remind users of key associated products they might have forgotten to add to their basket – ultimately allowing DIYers and tradespeople to get to work more quickly and with less hassle.
The success of on-site personalisation is a further boost to the rapidly-growing e-commerce company, which has also seen its market share increase this summer as more homeowners shifted to online purchasing, and demand for construction products rose thanks to a nationwide trend for DIY projects during lockdown.
Commenting on the success of the new AI solution, Sue Packer, chief financial officer at CMOStores.com, said: “As a business, we’re always searching for innovations that will help us to offer the right product to the right person at the right price – exactly when they need it, and our agile business model allows us to quickly adapt and implement new technologies to achieve this. Peak’s Customer AI solution has vastly improved our ability to connect customers with the products they need to complete their projects, and we’re very proud of the successes it has achieved so far.”
