How a customer-centric approach helped Build with Ferguson tailor and optimize its product recommendations
Online home improvement retailer’s focus on customer behavior boosted purchases completed from recommendations by 89%
Boosted purchases completed from recommendations by 89%
After implementing and optimizing recommendations across the mobile and desktop sites for greater accuracy and relevance
Introduction
Build with Ferguson is a leading online home improvement retailer. Serving as a one-stop-shop for its customers, the company offers a vast range of products – including lighting, bathroom and kitchen fixtures, hardware, and appliances – as well as free expert advice. The Build with Ferguson team is invested in connecting with its customers on an individual level, and this focus extends to how the company designs its eCommerce experiences.
To provide memorable customer experiences and present the best possible product recommendations across the site, Build with Ferguson wanted to further improve the discovery experience. And as the company began identifying strategies to bolster its recommendations, the team spotted an opportunity to overhaul how they think about personalizing experiences, shifting from a product-focused approach to a customer-centric framework. After partnering with Dynamic Yield for its eCommerce personalization needs, the organization reimagined its audience segmentation strategy to better connect its customers to the products they want and need. By tweaking and optimizing their product recommendations based on two distinct audience groups, the company’s new recommendation strategy boosted purchases completed from recommendations by 89%.
“Dynamic Yield has been an incredible partner for us. Thanks to their help, we have completely revamped our recommendation strategy, kickstarting a shift in how we approach our personalization efforts as a whole. We are now able to iterate on our customer experience and learn more about our customers to consistently deliver the best possible experiences.”
Robbie Reaves, Product Manager at Build with Ferguson
The Challenge
With millions of different products across a variety of home improvement categories, recommendations are the bread-and-butter of personalization for Build with Ferguson, helping its site visitors sift through the company’s extensive product inventory and find the exact items that prompted their site visit. Looking for a partner to help achieve its customer-centric vision, the retailer selected Dynamic Yield because of its ability to:
- Help Build with Ferguson track and act upon shifts in customer behavior to deliver more tailored recommendations
- Recalibrate the retailer’s segmentation strategy to more easily identify learnings about its core audiences and scale its optimization efforts
- Use the insights uncovered about customer behavior to serve more effective recommendations across channels
Execution
Adopted Root Audiences, Dynamic Yield’s homegrown segmentation framework, to identify distinct behaviors between core customer groups
After running a three-month test with Dynamic Yield for sitewide recommendations, the Build with Ferguson team wanted to define and implement a clear targeting strategy for personalized recommendations. They did this by adopting Dynamic Yield’s Root Audiences, an internally-developed macro-segmentation framework designed to bring personalization to life in a functional, repeatable, and scalable manner.
The team believed different audience segments have varying, distinct needs when shopping online and therefore projected implementing a singular recommendation strategy for all users site-wide would be ineffective. After adopting the Root Audiences framework, which required the team to identify macro audience segments to target in its recommendation campaigns, this theory proved accurate. It helped their team identify distinct behavioral differences between segments and glean insights and learnings the team could then use to optimize its recommendations.
For example, Root Audiences helped Build with Ferguson identify different behaviors across their two core users: Trade Professionals and Consumers. Trade Professionals, who turn to the retailer to purchase everything they need for an entire home, building, or construction site project, engage the most on average and account for just 1% of total site visitors. On the other hand, Consumers represent the average Build with Ferguson site visitor and often are in search of particular products for specific projects. Before adopting the framework, the team treated all users the same when it came to product detail page (PDP) recommendations. However, after taking this macro-segmentation approach, the Build with Ferguson team was ready to test serving different experiences to each type of core audience to optimize these digital experiences.
Identified and applied key learnings from their improved segmentation strategy to optimize sitewide product recommendations
The Build with Ferguson team began to test various recommendation algorithms and experiences for both Trade Professionals and Consumers across the site. For example, they served PDP recommendations using the ‘Recently Viewed’ and ‘Viewed with Recently Viewed’ algorithms to Trade Professionals and a different set of recommendation experiences using various algorithms including, ‘Recently Viewed,’ ‘Affinity,’ and ‘Viewed with Recently Viewed,’ to Consumers based on users’ levels of engagement.
Example of a PDP recommendation widget displaying Recently Viewed items to a user in the Consumer audience segment
Several interesting learnings emerged. First, the team noticed Trade Professionals tend to engage with recently viewed products on the homepage to navigate back to PDPs they recently interacted with. Second, the average user (members of the Consumers segment) tends to engage with recommendations based on items other users with similar behaviors and interests have interacted with.
Using these findings, the team optimized the performance of their recommendations across the site. By delivering more relevant, engaging experiences, Build with Ferguson was able to consistently connect all customers to products that fit their needs, resulting in an 89% uplift in purchases generated from recommendations.
Build with Ferguson extracted additional insights, most notably that users who interact with recommendations spend 13% more and purchase 2.4 more items on average. This data will inform how the team designs future campaign variations and tests.
The Key Takeaway
To learn as much as possible about its customers, Build with Ferguson adopted a new mode of thinking for its segmentation strategy, using the Root Audiences framework as a blueprint for how it would tailor on-site experiences to different users with varying behaviors. The team has focused much of its energy on recommendations, which facilitate the discovery experience for site visitors. Using the framework, they are able to better understand consumer behavior, using what they learned to segment, tailor, and optimize recommendation experiences to each group across the site. The institutionalized learnings have enabled the organization to improve its recommendations, boosting purchases completed from recommendations by 89%.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item 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exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization terms</span></a></li><li class="resources-use-cases menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/personalization-examples/">Inspiration Library<span>Personalization examples from real brands</span></a></li><li class="resources-maturity menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/personalization-maturity/"><strong class="badge-new">Personalization Maturity</strong><span>How global businesses prioritize personalization</span></a></li><li class="resources-guides menu-item menu-item-type-custom menu-item-object-custom"><a href="/guides/">Guides & reports<span>Comprehensive topic-specific materials</span></a></li><li class="resources-benchmarks menu-item menu-item-type-custom menu-item-object-custom"><a href="https://marketing.dynamicyield.com/benchmarks/">Benchmarks<span>Industry performance metrics and insights</span></a></li></ul></li><li class="bottom"><a href="/rooted-personalization/" target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" href="https://www.dynamicyield.com/case-studies/build-with-ferguson/">English</a></li><li><a href="https://www.dynamicyield.com/es/">Español</a></li><li><a href="https://www.dynamicyield.com/de/">Deutsch</a></li><li><a href="https://www.dynamicyield.com/fr/">Français</a></li><li><a href="https://www.dynamicyield.com/ja/">日本語</a></li></ul></li></li></ul></div> <a class="pulse-button v5 pulsed nav_btn" href="/request-demo/"> <span class="button-inner"> Talk to sales </span> </a> <a href="" class="nav-trigger"> Open Nav <span class="nav-trigger-box"><span class="nav-trigger-inner"></span></span> </a></div></div></header><div id="top-nav-backdrop"></div><div id="et-main-area"><div data-elementor-type="wp-post" data-elementor-id="164649" class="elementor elementor-164649" data-elementor-settings="[]"><div class="elementor-inner"><div class="elementor-section-wrap"><section class="elementor-element elementor-element-3a9afafa elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3a9afafa" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-1d0d5de elementor-column elementor-col-100 elementor-top-column" data-id="1d0d5de" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-189e331a elementor-widget elementor-widget-text-editor" data-id="189e331a" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"></div></div></div></div></div></div></div></div></section><section class="elementor-element elementor-element-6a8c30b9 case_study_page_header padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="6a8c30b9" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-26a360ca elementor-column elementor-col-100 elementor-top-column" data-id="26a360ca" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-4444c908 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="4444c908" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-5b37a3ca page_header_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="5b37a3ca" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-68604af7 case_study_header_title bild elementor-widget elementor-widget-heading" data-id="68604af7" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h1 class="elementor-heading-title elementor-size-default">How a customer-centric approach helped Build with Ferguson tailor and optimize its product recommendations</h1></div></div><div class="elementor-element elementor-element-461d2c66 case_study_header_text elementor-widget elementor-widget-text-editor" data-id="461d2c66" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Online home improvement retailer’s focus on customer behavior boosted purchases completed from recommendations by 89%</div></div></div><div class="elementor-element elementor-element-3fabb334 download_the_pdf elementor-widget elementor-widget-html" data-id="3fabb334" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <a class="pulse-button" target="_blank" href="/files/case-studies/dy-build-ferguson-case-study.pdf"> Download the PDF <span class="dy-pulse"></span> </a> <span>* Email not necessary to download</span></div></div></div></div></div><div class="elementor-element elementor-element-3ed1e756 page_header_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="3ed1e756" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-2c3c9ba elementor-widget elementor-widget-html" data-id="2c3c9ba" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" src="/wp-content/uploads/2021/08/build-header.png" class="ATF"></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-e1cfec2 elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="e1cfec2" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-171a510 elementor-column elementor-col-100 elementor-top-column" data-id="171a510" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-b51ff08 elementor-widget elementor-widget-shortcode" data-id="b51ff08" data-element_type="widget" data-widget_type="shortcode.default"><div class="elementor-widget-container"><div class="elementor-shortcode"><div class="cs-ind-cap-wrap"><div class="cs-ind-cap-container"><div class="cs-ind-col"><div class="cs-ind-cap-heading">Industry</div><div> <a href="https://www.dynamicyield.com/ecommerce/"
title="Home & Furniture"
target="_blank">Home & Furniture</a></div></div><div class="cs-cap-col"><div class="cs-ind-cap-heading">Capability Used</div><div> <a href="https://www.dynamicyield.com/recommend/"
title="Recommend"
target="_blank">Recommend</a> <a href="https://www.dynamicyield.com/target/"
title="Target"
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title="Optimize"
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Serving as a one-stop-shop for its customers, the company offers a vast range of products – including lighting, bathroom and kitchen fixtures, hardware, and appliances – as well as free expert advice. The Build with Ferguson team is invested in connecting with its customers on an individual level, and this focus extends to how the company designs its eCommerce experiences.</p><p><span style="font-weight: 400;">To provide memorable customer experiences and present the best possible product recommendations across the site, Build with Ferguson wanted to further improve the discovery experience. And as the company began identifying strategies to bolster its recommendations, the team spotted an opportunity to overhaul how they think about personalizing experiences, shifting from a product-focused approach to a customer-centric framework. After partnering with Dynamic Yield for its eCommerce personalization needs, the organization reimagined its audience segmentation strategy to better connect its customers to the products they want and need. By tweaking and optimizing their product recommendations based on two distinct audience groups, the company’s new recommendation strategy boosted purchases completed from recommendations by 89%. </span></p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-8d2b60c padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="8d2b60c" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-76a3514 elementor-column elementor-col-100 elementor-top-column" data-id="76a3514" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-2e087ba office elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="2e087ba" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-60b9067 case_study_client_quote elementor-column elementor-col-100 elementor-inner-column" data-id="60b9067" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-896a2b8 elementor-widget elementor-widget-html" data-id="896a2b8" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" src="/wp-content/uploads/2017/09/tinygif.gif" data-src="/wp-content/uploads/2021/08/build-logo.png|/wp-content/uploads/2021/08/build-logo@x2.png" alt="Glasses logo" class="b-lazy retina_image" width="90" height="47"></div></div><div class="elementor-element elementor-element-ae8ae08 client_quote_text elementor-widget elementor-widget-text-editor" data-id="ae8ae08" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">“Dynamic Yield has been an incredible partner for us. Thanks to their help, we have completely revamped our recommendation strategy, kickstarting a shift in how we approach our personalization efforts as a whole. We are now able to iterate on our customer experience and learn more about our customers to consistently deliver the best possible experiences.”</span></p></div></div></div><div class="elementor-element elementor-element-4c65fad client_quote_text_author elementor-widget elementor-widget-text-editor" data-id="4c65fad" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Robbie Reaves, Product Manager at Build with Ferguson</div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-2ace76ea case_study_challenge padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="2ace76ea" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-2d380793 elementor-column elementor-col-100 elementor-top-column" data-id="2d380793" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-342612a3 challenge_mobile_wrap_reverse elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="342612a3" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-42a51fe4 case_study_challenge_image_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="42a51fe4" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-425ff96 elementor-widget elementor-widget-html" data-id="425ff96" data-element_type="widget" data-widget_type="html.default"><div class="elementor-widget-container"> <img decoding="async" class="retina_image attachment-large size-large b-lazy" src="/wp-content/uploads/2017/09/tinygif.gif" sizes="(max-width: 506px) 100vw, 506px" data-src="/wp-content/uploads/2021/08/build-challenge.jpg|/wp-content/uploads/2021/08/build-challenge@x2.jpg" /></div></div></div></div></div><div class="elementor-element elementor-element-2d31509e case_study_challenge_text_wrap elementor-column elementor-col-50 elementor-inner-column" data-id="2d31509e" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-10bb723b challenge_title elementor-widget elementor-widget-heading" data-id="10bb723b" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Challenge</h2></div></div><div class="elementor-element elementor-element-7083610d challenge_list elementor-widget elementor-widget-text-editor" data-id="7083610d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">With millions of different products across a variety of home improvement categories, recommendations are the bread-and-butter of personalization for Build with Ferguson, helping its site visitors sift through the company’s extensive product inventory and find the exact items that prompted their site visit. Looking for a partner to help achieve its customer-centric vision, the retailer selected Dynamic Yield because of its ability to: <br /><br /></span></p><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Help Build with Ferguson track and act upon shifts in customer behavior to deliver more tailored recommendations </span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Recalibrate the retailer’s segmentation strategy to more easily identify learnings about its core audiences and scale its optimization efforts </span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Use the insights uncovered about customer behavior to serve more effective recommendations across channels </span></li></ul></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-3ff28d0c case_study_execution_section elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="3ff28d0c" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-165dd4b3 elementor-column elementor-col-100 elementor-top-column" data-id="165dd4b3" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-c5aecc8 execution_title elementor-widget elementor-widget-heading" data-id="c5aecc8" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">Execution</h2></div></div><section class="elementor-element elementor-element-58552023 elementor-section-content-middle case_study_execution_row_1 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="58552023" data-element_type="section"><div class="elementor-container elementor-column-gap-no"><div class="elementor-row"><div class="elementor-element elementor-element-19e55ce6 elementor-column elementor-col-100 elementor-inner-column" data-id="19e55ce6" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-f44aa4d execution_subtitle elementor-widget elementor-widget-text-editor" data-id="f44aa4d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Adopted Root Audiences, Dynamic Yield’s homegrown segmentation framework, to identify distinct behaviors between core customer groups</div></div></div><div class="elementor-element elementor-element-532f2cec execution_text elementor-widget elementor-widget-text-editor" data-id="532f2cec" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">After running a three-month test with Dynamic Yield for sitewide recommendations, the Build with Ferguson team wanted to define and implement a clear targeting strategy for personalized recommendations. They did this by adopting Dynamic Yield’s Root Audiences</span><i><span style="font-weight: 400;">, </span></i><span style="font-weight: 400;">an internally-developed macro-segmentation framework designed to bring personalization to life in a functional, repeatable, and scalable manner. </span></p><p><span style="font-weight: 400;">The team believed different audience segments have varying, distinct needs when shopping online and therefore projected implementing a singular recommendation strategy for all users site-wide would be ineffective. After adopting the Root Audiences framework, which required the team to identify macro audience segments to target in its recommendation campaigns, this theory proved accurate. It helped their team identify distinct behavioral differences between segments and glean insights and learnings the team could then use to optimize its recommendations. </span></p><p><span style="font-weight: 400;">For example, Root Audiences helped Build with Ferguson identify different behaviors across their two core users: Trade Professionals and Consumers. Trade Professionals, who turn to the retailer to purchase everything they need for an entire home, building, or construction site project, engage the most on average and account for just 1% of total site visitors. On the other hand, Consumers represent the average Build with Ferguson site visitor and often are in search of particular products for specific projects. Before adopting the framework, the team treated all users the same when it came to product detail page (PDP) recommendations. However, after taking this macro-segmentation approach, the Build with Ferguson team was ready to test serving different experiences to each type of core audience to optimize these digital experiences. </span></p></div></div></div><div class="elementor-element elementor-element-60afe2d execution_subtitle elementor-widget elementor-widget-text-editor" data-id="60afe2d" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix">Identified and applied key learnings from their improved segmentation strategy to optimize sitewide product recommendations</div></div></div><div class="elementor-element elementor-element-7997987 execution_text elementor-widget elementor-widget-text-editor" data-id="7997987" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">The Build with Ferguson team began to test various recommendation algorithms and experiences for both Trade Professionals and Consumers across the site. For example, they served PDP recommendations using the ‘Recently Viewed’ and ‘Viewed with Recently Viewed’ algorithms to Trade Professionals and a different set of recommendation experiences using various algorithms including, ‘Recently Viewed,’ ‘Affinity,’ and ‘Viewed with Recently Viewed,’ to Consumers based on users’ levels of engagement. </span></p></div></div></div><div class="elementor-element elementor-element-0034ae8 retina_parent elementor-widget elementor-widget-image" data-id="0034ae8" data-element_type="widget" data-widget_type="image.default"><div class="elementor-widget-container"><div class="elementor-image"> <img fetchpriority="high" decoding="async" width="620" height="235" src="https://www.dynamicyield.com/wp-content/uploads/2021/08/build-1.png" class="attachment-full size-full" alt="" /></div></div></div><div class="elementor-element elementor-element-7ef57e3 cs-under-img-italic elementor-widget elementor-widget-text-editor" data-id="7ef57e3" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><i> Example of a PDP recommendation widget displaying Recently Viewed items to a user in the Consumer audience segment </i></div></div></div><div class="elementor-element elementor-element-0d74280 execution_text elementor-widget elementor-widget-text-editor" data-id="0d74280" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">Several interesting learnings emerged. First, the team noticed Trade Professionals tend to engage with recently viewed products on the homepage to navigate back to PDPs they recently interacted with. Second, the average user (members of the Consumers segment) tends to engage with recommendations based on items other users with similar behaviors and interests have interacted with. </span></p><p><span style="font-weight: 400;">Using these findings, the team optimized the performance of their recommendations across the site. By delivering more relevant, engaging experiences, Build with Ferguson was able to consistently connect all customers to products that fit their needs, resulting in an 89% uplift in purchases generated from recommendations. </span></p><p><span style="font-weight: 400;">Build with Ferguson extracted additional insights, most notably that users who interact with recommendations spend 13% more and purchase 2.4 more items on average. This data will inform how the team designs future campaign variations and tests. </span></p></div></div></div></div></div></div></div></div></section></div></div></div></div></div></section><section class="elementor-element elementor-element-805219b case_study_takeaway padding-y-0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section" data-id="805219b" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-2bd5e420 elementor-column elementor-col-100 elementor-top-column" data-id="2bd5e420" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><section class="elementor-element elementor-element-5cd62d26 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section" data-id="5cd62d26" data-element_type="section"><div class="elementor-container elementor-column-gap-default"><div class="elementor-row"><div class="elementor-element elementor-element-7ed5d133 elementor-column elementor-col-100 elementor-inner-column" data-id="7ed5d133" data-element_type="column"><div class="elementor-column-wrap elementor-element-populated"><div class="elementor-widget-wrap"><div class="elementor-element elementor-element-34f5d0ef takeaway_title elementor-widget elementor-widget-heading" data-id="34f5d0ef" data-element_type="widget" data-widget_type="heading.default"><div class="elementor-widget-container"><h2 class="elementor-heading-title elementor-size-default">The Key Takeaway</h2></div></div><div class="elementor-element elementor-element-c69363f takeaway_text elementor-widget elementor-widget-text-editor" data-id="c69363f" data-element_type="widget" data-widget_type="text-editor.default"><div class="elementor-widget-container"><div class="elementor-text-editor elementor-clearfix"><p><span style="font-weight: 400;">To learn as much as possible about its customers, Build with Ferguson adopted a new mode of thinking for its segmentation strategy, using the Root Audiences framework as a blueprint for how it would tailor on-site experiences to different users with varying behaviors. The team has focused much of its energy on recommendations, which facilitate the discovery experience for site visitors. Using the framework, they are able to better understand consumer behavior, using what they learned to segment, tailor, and optimize recommendation experiences to each group across the site. 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