We rose to the challenge to deliver relevant, personalised and inspirational recipes with our Recipe Personalisation Engine. RPE creates a flavour profile for each customer using flavours matched to the ingredients in their recent product purchase history. Recipes that best match a customer’s flavour profile are recommended within their email campaigns. Its a perfect example of how we use our Active Content Platform (ACP) to hyper-personalise even complex challenges such as recipe personalisation. Getting this highly complex challenge right is a great learning and transferrable to other big data projects.
The Recipe Personalisation Engine analyses the ingredients from products customers purchase to learn the flavours and tastes you might like, to select all Christmas and party or entertaining recipes.
Using the customer’s flavour profile, RPE ranks the Christmas recipes. It assigns higher scores to recipes which contain the customer’s favourite flavours in the name or ingredients of the recipe.
The selected number of recipes with the highest score are recommended, inspiring the customer to try new recipes they may not have considered before. Perfect to try with easy add to basket functionality.
RPE creative outperformed the control (fall-back) recipes by 99% beating every KPI we jointly set.
Creative showing personalised recipe content achieves over 90% click to open rate (CTOR) uplift when compared against control creatives with non-personalised recipe
This is a highly successful but complex project that requires volumes of customer and purchase data. We’re able to transfer this expertise to other big data challenges to achieve similar content personalisation. It’s difficult and not for the faint-hearted but the results are worth it.
Hold your customers’ attention when you use data to personalise information in an engaging way
Flexible, personalised, reactive & real-time messaging – made easy
