Retargeted vs. Generic Product Recommendations: When is it Valuable to Present Retargeted Recommendations?
通过实地实验发现，将通用协同过滤推荐与消费者浏览历史结合能显著提升销售额；未加购时推荐通用产品，加购后推荐浏览过的产品，可带来3%的销售增长。
Practitioner’s Abstract Online platforms/retailers widely use collaborative filtering (CF)-based generic product recommendations to improve sales. These systems recommend products to a consumer based on the product co-views and co-purchases by other consumers on the website but do not leverage the consumer’s browsing data. Based on a field study on a U.S. fashion apparel and home goods retailer’s website, we show that informing generic CF recommendations to individual consumers’ browsing history can generate substantial additional sales. Specifically, we show that it is optimal to offer generic CF recommendations to a consumer if the consumer has not carted a product and recommend products he or she has seen in the previous sessions (retargeted recommendations) if he or she has carted a product. Our simulation results show that such recommendations could result in a 3% increase in total sales compared with conventional generic CF recommendations. Online platforms/retailers with detailed consumer browsing data can implement such recommendations to achieve higher sales.