Sports Authority taps the power of personalization

Sports Authority, a full-line sporting goods chain, is extending its relationship with personalization platform provider Certona. The company, which operates more than 450 stores in 41 states, is using the technology to help create a rich online experience for its customers.

In addition to ROI, the personalized experience management solution is said to accelerate the implementation of new e-commerce strategies, allow continuous refinement and foster greater optimization success for the sporting goods company.

Jason Ostendorf, director of e-commerce operations at Sports Authority, says, “We strive to provide a richer personalized site experience that further engages our online customer with the goal to improve relevancy, basket size and conversion. With the help of Certona, we are turning first-time visitors into first-time buyers and ultimately lifetime customers.”

Certona reports that its technology allows Sports Authority to profile and predict behavior as customers browse its site and then deliver real-time, hyper-personalized content. Through the continuous behavioral profiling and predictive technology, the sporting goods company is said to achieve higher overall conversion, average order value and customer retention.

Meyar Sheik, Certona CEO, says, “By tapping into the Certona Predictive Cloud, Sports Authority is able to create and constantly refine, tailored experiences for its active, engaged community of sports enthusiasts.”

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