{"id":1719,"date":"2018-06-26T09:42:14","date_gmt":"2018-06-26T04:12:14","guid":{"rendered":"http:\/\/mag.vue.ai\/?p=1719"},"modified":"2024-06-10T11:40:17","modified_gmt":"2024-06-10T06:10:17","slug":"brand-category-based-ecommerce-personalization","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/","title":{"rendered":"Crafting Individualized Customer Experiences: Brand &amp; Category Based eCommerce Personalization"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f810f9393d8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f810f9393d8\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/#the-case-for-personalization\" title=\"The Case For Personalization\">The Case For Personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/#brands-then-and-now\" title=\"Brands, Then And Now\u00a0\u00a0\">Brands, Then And Now\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/#making-shopper-centric-retailing-a-reality-vueais-omnichannel-personalization\" title=\"Making Shopper Centric Retailing A Reality: Vue.Ai\u2019s Omnichannel Personalization\">Making Shopper Centric Retailing A Reality: Vue.Ai\u2019s Omnichannel Personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/#what-is-brand-and-category-personalization\" title=\"What Is Brand And Category Personalization?\">What Is Brand And Category Personalization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/#a-live-example-in-action\" title=\"A Live Example In Action\">A Live Example In Action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/brand-category-based-ecommerce-personalization\/#use-cases-of-brand-and-category-personalization\" title=\"Use Cases Of Brand And Category Personalization\">Use Cases Of Brand And Category Personalization<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><h2><span class=\"ez-toc-section\" id=\"the-case-for-personalization\"><\/span><b>The Case For Personalization<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>E-commerce is crowded. Though the amount of money and time spent by customers on online purchases is rapidly rising, the days of loyalty are long past. This is simply because retailers today are investing in creating a loyal customer base. Customers are moving from retailer to retailer with a knowledge that there will always be a better deal out there.<\/p>\n<p><span style=\"font-weight: 400;\">The case for <a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\">personalization<\/a> has been well made. <\/span><\/p>\n<blockquote><p><strong>According to a study conducted by Forrester, 68% of shoppers are unlikely to return to a website or store that doesn\u2019t provide a satisfactory customer experience.<\/strong><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">With Forrester advocating the move to 1:1 Personalization<\/span><span style=\"font-weight: 400;\">, retailers need to start looking at new ways to connect with their customers, keep them engaged, and, eventually, turn them into loyalists.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"brands-then-and-now\"><\/span><b>Brands, Then And Now\u00a0\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In ancient times, livestock was aplenty. While herds were owned by groups of people, there was no way of identifying whose was what. There, of course, was the small matter of theft which was, probably, fairly rampant. What did our learned ancestors do to solve this problem of identity? Simple. They marked these animals with a symbol that would identify them as uniquely theirs. These, essentially, were the earliest brands, and this was probably the first instance of brand building. <\/span><\/p>\n<p>Brands, as we know them today, are almost living entities. They are, essentially, how a customer perceives the entity. A brand is more than simply slapping a logo and a tag-line onto a line of products. Branding is a combination of art and science &#8212; a continuous exercise that is carried out by corporations over long periods of time in order to create an identity for a line of products. Brands, over time, take on a life of their own, with customers heavily investing in them, and even making multiple purchase decisions based on how they associate themselves with these brands.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"making-shopper-centric-retailing-a-reality-vueais-omnichannel-personalization\"><\/span><b>Making Shopper Centric Retailing A Reality: Vue.Ai\u2019s Omnichannel Personalization<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Most retailers organize their online real estate (web pages, apps, etc.) in a fairly logical fashion. In most cases, this ends up being a hierarchy of categorical information. Why? Well, human beings, at some level, behave according to patterns. Years of conditioning of shopping in physical stores, wherein products are arranged by department, has led to shoppers\u2019 navigational patterns on e-commerce stores following similar patterns. <\/span><\/p>\n<p>Thus, when we talk about <a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\">personalization Engine<\/a>, and individualization, we need to go beyond simply recommending products to users. Vue.ai\u2019s\u00a0 <a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\"><strong>personalization platform<\/strong><\/a> encompasses visual attributes like color, pattern, sleeve length, style, occasion, brands and categories, and combines this with user behavior insights to \u00a0personalize every touchpoint of the shopper journey to help them discover products they love, instantly. Our <a href=\"https:\/\/www.vue.ai\/blog\/vuecommerce\/cross-product-recommendation-ecommerce\/\"><em>Complete the Look<\/em> module<\/a> tailors search results, and curates ensembles with personalized complementary recommendations across your website, app, email and more.<\/p>\n<blockquote><p><strong>Personalizing brands and categories that appear for each user can go a long way in creating customer engagement.<\/strong><\/p><\/blockquote>\n<p>(For a deeper explanation of personalization, <a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\">read here<\/a>)<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-is-brand-and-category-personalization\"><\/span><b>What Is Brand And Category Personalization?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Consider a shopper, John, who has shown a clear preference towards certain categories, and brands through his shopping behavior. The simplest level of <a href=\"https:\/\/www.vue.ai\/solutions\/ai-personalization-engine\/\">personalization<\/a> would be to show more products from the same brands and categories that John prefers. However, this would limit the discovery of other products and result in something of a self-fulfilling prophecy. Vue.ai\u2019s <a href=\"https:\/\/www.vue.ai\/products\/product-recommendations\/\">product recommendation engine<\/a> go a step further, using intelligence from across the population, in identifying brands that are related to a given brand.<\/p>\n<p>Similar brands are identified based on cues both visual and non-visual. For fashion and lifestyle, visual cues such as the styles and lookbooks are analyzed to identify brands that have similar affinities. For other categories such as electronics, where visual attributes are not the primary purchase factors, non-visual attributes such as price ranges, specifications, fabric and other descriptions are used to find similar brands.<\/p>\n<figure id=\"attachment_1718\" aria-describedby=\"caption-attachment-1718\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1718\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-12.22.44-PM.png\" alt=\"screen-shot-2018-06-21-at-12-22-44-pm\" width=\"750\" height=\"329\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-12.22.44-PM.png 1342w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-12.22.44-PM-300x131.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-12.22.44-PM-768x337.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-12.22.44-PM-1024x449.png 1024w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-1718\" class=\"wp-caption-text\"><a href=\"https:\/\/www.vue.ai\/\">Vue.ai<\/a> identifies associated brands and categories to the ones John prefers | Source: Vue.ai<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Similarly, based on categories that John has shown affinity towards, other categories &#8211; that are closely associated to the given categories, are identified using a combination of visual and non-visual attributes and are recommended for him.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"a-live-example-in-action\"><\/span><strong>A Live Example In Action<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s say John enters a website for the first time. Since there is no prior browsing history, a good place to start would be to show categories and brands that are trending at the start of his journey on the home page.<\/span><\/p>\n<figure id=\"attachment_1720\" aria-describedby=\"caption-attachment-1720\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1720\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.46.46-PM.png\" alt=\"screen-shot-2018-06-26-at-1-46-46-pm\" width=\"750\" height=\"583\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.46.46-PM.png 854w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.46.46-PM-300x233.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.46.46-PM-768x597.png 768w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-1720\" class=\"wp-caption-text\">For first time users, Vue.ai showcases trending products and brands on a leading Asian retailer&#8217;s homepage on the mobile website. | Source: A leading $150 B Asian marketplace powered by Vue.ai<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">As John now proceeds to view multiple cameras, he even explicitly follows <\/span><i><span style=\"font-weight: 400;\">Canon<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">Nikon<\/span><\/i><span style=\"font-weight: 400;\">, further giving an explicit signal of affinity towards these camera brands, and cameras as a sub-category within electronics. After this, he moves on to also looking at some Televisions, and follows <\/span><span style=\"font-weight: 400;\">Samsung<\/span><span style=\"font-weight: 400;\"> as a brand.<\/span><\/p>\n<figure id=\"attachment_1721\" aria-describedby=\"caption-attachment-1721\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1721\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.58.04-PM.png\" alt=\"screen-shot-2018-06-26-at-1-58-04-pm\" width=\"750\" height=\"203\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.58.04-PM.png 1902w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.58.04-PM-300x81.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.58.04-PM-768x208.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.58.04-PM-1024x278.png 1024w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-1721\" class=\"wp-caption-text\">John is interested in cameras and follows Canon and Nikon. He moves on to also looking at some Televisions, and follows Samsung as a brand. | Source: A leading Asian marketplace powered by Vue.ai<\/figcaption><\/figure>\n<p>With these strong signals that we receive from John\u2019s browsing patterns, Vue.ai understands that the user is now looking at electronics, broadly, and televisions and cameras in specific, at this point in time. Accordingly, the recommendations for brands and categories that are shown to the users are dynamically changed to incorporate this real-time information.<\/p>\n<figure id=\"attachment_1723\" aria-describedby=\"caption-attachment-1723\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1723\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.52.54-PM.png\" alt=\"screen-shot-2018-06-26-at-1-52-54-pm\" width=\"750\" height=\"377\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.52.54-PM.png 1298w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.52.54-PM-300x151.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.52.54-PM-768x386.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-26-at-1.52.54-PM-1024x514.png 1024w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-1723\" class=\"wp-caption-text\">Vue.ai\u2019s recommendations on the homepage dynamically change in real time, with the brands and categories that John has browsed through. | Source: A leading Asian marketplace powered by Vue.ai<\/figcaption><\/figure>\n<blockquote><p><span style=\"font-weight: 400;\">As John heads back to the homepage, The <\/span><strong>Discover More<\/strong><span style=\"font-weight: 400;\">, which is the category-recommendation engine now shows Cameras, Smart TVs, DSLRs etc. as recommended categories. Not only cameras, <\/span><i><span style=\"font-weight: 400;\">Camera Lens<\/span><\/i><span style=\"font-weight: 400;\"> is also a category that has been identified as being complementary to <\/span><i><span style=\"font-weight: 400;\">Cameras <\/span><\/i><span style=\"font-weight: 400;\">and now is suggested. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, since John has explicitly followed Nikon and Samsung, at this point, there are multiple new products in these two brands and hence, these are also shown to him in the <\/span><b>Fresh from Brands <\/b><span style=\"font-weight: 400;\">section.<\/span><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"use-cases-of-brand-and-category-personalization\"><\/span><b>Use Cases Of Brand And Category Personalization<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By personalizing the homepage with relevant recommendations each time the user comes back to the site, retailers are able to improve engagement, while building loyalty and trust. Understanding brand and category affinities of users and using this intelligence to personalizing the user experience can be implemented in multiple ways. Below are a few use cases:<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1724\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-2.13.23-PM.png\" alt=\"screen-shot-2018-06-21-at-2-13-23-pm\" width=\"750\" height=\"419\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-2.13.23-PM.png 1538w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-2.13.23-PM-300x168.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-2.13.23-PM-768x429.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2018\/06\/Screen-Shot-2018-06-21-at-2.13.23-PM-1024x573.png 1024w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/>\n<p><span style=\"font-weight: 400;\">To stand out from every other e-commerce website there is, retailers need to understand their users, and personalize experiences for them. Gleaning their affinities towards brands and categories, and using these, as well as all the other information that is available is a key to curating these experiences. Vue.ai\u2019s AI-based engines do just this, combining explicit user actions (like following brands) with implicit signals like viewing offers, products, banners pertaining to certain brands and categories to recommend products, brands, categories, and more to create individualized experiences for each customer that, ultimately, leads to a more engaged customer, and a higher overall Customer Lifetime Value.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> The Case For Personalization E-commerce is crowded. Though the amount of money and time spent by customers on online purchases is rapidly rising, the days of loyalty are long past. This is simply because retailers today are investing in creating a loyal customer base. Customers are moving from retailer to retailer with a knowledge that  &#8230;<\/p>\n","protected":false},"author":16,"featured_media":1726,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1162],"tags":[27,8,9,29,10],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand &amp; Category Based eCommerce Personalization | Vue.ai<\/title>\n<meta name=\"description\" content=\"Learn how Vue.ai&#039;s website personalization platform can deliver personalized merchandising. 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