Overstock Extends Personalization Technology

Overstock is extending its real-time personalization technology to its site. The integration builds on the retailer’s recent development of a fully-dynamic email experience.

The initiative aims to deliver a more engaging and relevant experience throughout every touchpoint of a customer’s journey, the company said.

“What our team has built here is truly groundbreaking,” said JP Knab, chief marketing officer for Overstock retail. “Weeks ago, our team introduced a fully-dynamic experience on email that created a 1:1 curated customer experience. Utilizing this same technology, we have now begun to extend our personalization efforts to our retail site, providing each customer with a unique personalized experience.”

Overstock has developed technology like LiveRex and Overstock’s Asset Data Platform, which is driven on machine learning algorithms to form a platform that enables real-time personalization. By utilizing this technology between channels like email and Overstock’s retail site, the company can create a custom narrative for each customer that guides them to the exact product they are seeking. The technology has extended to two high-traffic locations on Overstock.com and will continue to integrate across the rest of the site until as much of it is as dynamic as is possible.

“This initiative is oriented on improving the discoverability of products that are relevant to each customer’s preferences as well as helping customers navigate to content that eases their purchase decision,” said Ajit Vaidya, product manager, website personalization at Overstock.com. “We do this by surfacing product recommendations and building user-centric features that enable a passive, yet engaging customer journey.”