Case Study: Netshoes Kicks Off World Cup 2010 Shopping Season With Personalized Online Customer Experience
Netshoes implemented the recommendation technology before the World Cup to optimize the shopping experience for its customers. For example, Netshoes is able to “blacklist” certain soccer jerseys so they're not recommended as complementary products for products from rival teams. These recommendations would seem otherwise logical, were it not for the intense rivalry between supporters of different clubs.
During the World Cup, Netshoes has invested heavily in a large inventory of National team jerseys, as well as in search marketing. Because such a large number of patriotic, first-time visitors are expected, Netshoes will be “pinning” the Brazilian national team jersey to every product page hoping to turn these first time visitors into purchasers and eventually long-term customers.