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Risultati sfruttabili
AIMEDIA explores new ways of delivering personalised adverts to customers on the Internet, when shopping on E-commerce Web sites. The first solution, the Shopping Assistant, allows retailers to enhance their Web sites with personalised communication. The second solution, the Personal Commerce Assistant, allows users to connect off-line to the Shopping Assistant. Both products' objectives are to implement a new solution in one-to-one commerce.
With AIMEDIA, customers are able to receive targeted ads when connecting to a commercial Web site. The ads implement a more general personalised communication strategy, and they take the form of prompts, offers and, suggestions. The messages are customised to the users' needs and wishes using their profiles in a secure manner.
On the business side, the marketers responsible for the Web site will be provided with tools that allow the implementation, storage and analysis of their strategies. It is possible to specify the overall communication policy by defining the shopping assistant's behaviour: prompting offers, coupons, suggestions, asking for user feedback or information. The customer's purchase behaviour, reaction to prompts and, interaction with the Web site is stored. Data mining tools are provided in order to analyse the impact of strategies, and to update them as time goes on.
The products will be sold to Web site designers and, marketers in businesses. Customers will be offered a free piece of software for instance as a plug-in that will be transferred and added to their browser.
AIMEDIA has set up two demonstrators, one for OTTO Versand, one for J. Sainsbury's. The demonstrators result in enhancements to their Web sites. Personalised adverts are thus provided to identified customers, either within the catalogue frame, or in a separate window. The benefit for retailers is a more efficient communication policy, which takes advantage of the interactivity of the Web. The messages are targeted to the user's needs, and profile. Better communication thus induces higher customer fidelity and higher turnover. From the customer's perspective, the Shopping Assistant delivers targeted information, with short cuts to the most relevant items or services.
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