John Lewis implements recommendations

When it comes to delivering recommendations, Amazon has been leading the pack for years. Its sophisticated algorithm has increased sales and improved the user journey.

Now department store giant John Lewis is using recommendations to grow sales. The retailer began piloting personalised product recommendations in mid-November, using personalisation specialist RichRelevance. The technology works in a similar way to Amazon’s, providing customers with recommendations using an algorithm that looks at user behaviour across different products and categories. When a customer looks at a product, other products the algorithm has identified as relevant are displayed alongside the original. This is a great way of highlighting the broad range of products available, in particular for customers who have come into the site directly onto a product page.

Following the success of the trial, John Lewis rolled out recommendations across the entire site and in email campaigns.