ATG Commerce – Affinity Selling

Capability Overview

The affinity selling capability in ATG Commerce lets you make automated, dynamic and personalized product recommendations to your online customers, factoring not just each customer's purchase history, but also his or her market segment, into your process. Pre-built reports help you to analyze success and refine recommendations throughout the shopping experience.

Business Benefits

Affinity selling helps you increase conversions and order size by making your cross-sell and up-sell product recommendations more relevant to each online customer, and by directing customers to these items more quickly and easily. It also drives operational efficiencies and helps focus your merchandising efforts.

Key Features

• Automatically present the ideal cross-sells for each purchased item, drawing upon historical purchase affinities for each customer segment, as maintained in the ATG data warehouse.
• Automate the collection and classification of product affinities by leveraging the database infrastructure and reporting capabilities of ATG Customer Intelligence. This includes: collecting and scoring product-to-product affinities across time, product categories, and prices.
• Track and rank product affinities using your customer segments. Unlike other product recommendation engines such as collaborative filtering, affinity selling does not assign customers to pre-defined segments. Rather, it works with the segments that you have defined, enabling you to take into account factors beyond product purchases. This greatly reduces the irrelevant recommendations often suggested by other engines.
• Analyze and refine affinities across products, categories, and segments through comprehensive, pre-built reports. ATG's reports highlight affinity rankings based on frequency and time, and capture units and dollars delivered. They also provide trend data to identify growing or declining product pairs, as well as access to related sales data outside the scope of affinity recommendations.