In this case study, we'll show you how we would personalize the web experience on Parachute Home's website to increase sales by adding last-seen products based on the zero-party and first-party data Parachute Home has.

Before diving into the personalization, let's look at what Parachute Home does:

Parachute Home

Parachute Home is a home decoration products manufacturer such as modern bedding and bath essentials for a more comfortable home.

In general, the company offers pillows, beds, bedding sets, covers, rugs, mats, towels, and shower curtains.

How Would We Personalize the Parachute Home's Website for Last Seen Products — Parachute Home

The Background of the Personalization Journey

On its product pages, Parachute Home has

detailed product descriptions
recommended products
featured collections
product reviews

Moreover, Parachute Home has a gift guide where it has leverages zero-party party data.

Although Parachute Home has all these features and customer touchpoints, it doesn't have a recently viewed products section on its website.

We believe that there is a huge opportunity lying under 'recently viewed products' because of creating a 1-1 personalized experience by improving the product navigation.

The Opportunity

If someone is interested in buying a certain product from your store, why not make it as easy as possible?

You can do this by adding the "last seen" products feature to your online store. This will allow customers to be able to see which items have been viewed recently. In other words, these are the products they showed the most interest in.

Adding 'Recently Viewed Products' Personalization

Step 1: The Tech Stack

To create personalized recently viewed products, Parachute Home needs to leverage zero-party and first-party data they have.

Moreover, in order to create the best possible personalized experience, we'll source all of the data points made by the same visitor under one merged profile - whether the user is signed in or not.

In this way, all website behavior will be stored under the same profile, allowing us to create a seamless personalization experience.

For this personalized experience, Parachute Home will need the following tech stack:

Ninetailed
Contentful
Next.js

Step 2: Defining Hypothesis and Methodology

It's no secret that browsing is an essential part of shopping. We all browse around stores, searching for the best products and clicking different products over and over again.

Wouldn't it be helpful if there were some gentle reminders for visitors?

If a visitor has already viewed a product, then the visitor has shown interest. And if the visitor has shown interest, s/he is more likely to purchase the product. Therefore, it makes sense to show visitors' recently viewed products.

You might think that this is a simple solution, but it's actually used by some of the biggest names in online sales, like eBay and Amazon - and has proven to be very successful.

We hypothesize that by displaying a visitor's recently viewed products, Parachute Home may remind them of what they've previously expressed interest in, increasing the likelihood of them clicking through and making a purchase.

The bottom line, to create personalized last seen products, Parachute Home needs to leverage zero-party and first-party they acquired.

Step 3: Defining Personalization Signals

To create a seamless customer experience with personalized last seen products, we'll use the following signals:

Products Viewed: The previous activity allows personalizing where the user left shopping via showing recently viewed products.

Here is a quick personalization example for recently viewed items:

How Would We Personalize the Parachute Home's Website for Last Seen Products — caption...

Step 4: Personalization Journey

To create the personalized version for Parachute Home, let's define our user's personalization journey:

A visitor lands on the Parachute Home's website.
Then the visitor visits a product. In this case, 'Cloud Cotton Robe.'
Next, the visitor goes to another product page: 'Broken Lines Pillow Cover.'
Before leaving the page, the visitor scrolls down to the "Recently Viewed Products" section.
After that, the visitor checks another product: 'Fouta Supreme Towel Bundle.'
On this page, the visitor scrolls down and sees the "Recently Viewed Products" section.

The Result: Before vs. After

So far, we have talked about the hypothesis, methodology, which signals to use, and required technology stack.

Now let's look at the visuals to better understand it.

As we defined earlier, the visitor checks three different products. On the second product page, the visitor sees the following screen:

How Would We Personalize the Parachute Home's Website for Last Seen Products

After that, the visitor checks another product: 'Fouta Supreme Towel Bundle.' On this page, the visitor scrolls down and sees the following "Recently Viewed Products" section:

How Would We Personalize the Parachute Home's Website for Last Seen Products

The Bottom Line

Personalization is a continuous journey, which means that once one implementation is completed, companies will return to the beginning of the framework to analyze acquired data, discuss new ideas, hypothesize further improvements, and so on.

Through continuous learning and experimentation, this strategy enables various teams

content marketing,
growth,
product management,
development

to create meaningful personalization experiences.

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Personalization Decoded

How Would We Personalize the Parachute Home's…