The introduction of software that monitors the behaviour of online customers has increased sales at gift retailer Past Times.
The company recorded a 16% increase in online sales when it installed software from Avail Intelligence that makes recommendations to customers according to their shopping history.
The system is a module available from e-commerce platform provider Venda, which was developed by Avail Intelligence.
Past Times used the behavioural merchandising product from Venda. It monitors customer activity such as products viewed or purchases and generates recommendations in real time. The total value of orders made on Past Time's website increased after the software was implemented.
Adrian Spence, head of e-commerce at Past Times, said when he worked at Amazon he saw the significant impact that behavioural merchandising has on sales conversions.
"We went live with the behavioural merchandising module in December after a simple implementation process, which was part of a rolling technical programme Venda had put in place for us. We knew that if we could put the right products in front of the right person, at the right time, our dedicated customer base would more than likely make a purchase."