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Proposta de um sistema de recomendação de livros no e-commerce baseado no profiling do cliente online: caso aplicado à FNAC
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Resumo(s)
Surge a internet, desenvolve-se o e-commerce e acelera-se o crescimento de um mercado cada vez mais global e competitivo. Em adaptação ao online, conhecer intimamente o cliente, antecipar as suas necessidades, preferências e impulsionar as melhores recomendações, utilizando sistemas de previsão rigorosos e abrangentes, e retirando partido dos benefícios da Big Data – conjunto de dados gerados e armazenados – são obrigatórios para as empresas.
Tendo a Fnac como empresa onde foi realizado o estágio curricular, este projeto de melhoria visa a implementação de um página de recomendações de produtos/livros para a sua área do e-commerce (no Direto e Marketplace). A proposta de valor deste projeto é reduzir os efeitos do paradoxo da escolha, afunilando os produtos exibidos para somente aqueles que de facto são relevantes para o utilizador. O email marketing entra depois como canal mais adequado para o influenciar da recompra do cliente.
Os sistemas de recomendação utilizados foram definidos com o cruzamento das possibilidades descritas na literatura com os resultados obtidos das entrevistas estruturadas. Nesta recolha de dados observamos que as recomendações dependerão do objetivo de compra, se é para o utilizador ou para oferecer, e que as preferências de recomendações são diferentes quando se pretende oferecer, comprar para si próprio ou para receber via email.
No corpo do projeto ainda é apresentado sistemas colaborativos e de conteúdo como sistemas de substituição no caso da impossibilidade de utilização do atual sistema Early Birds ou na dificuldade de cruzamento de perfis com os produtos.
The internet appears, the e-commerce concept is developed, and the growth of global and competitive market is accelerated. In adapting to the online business, getting to know the customer intimately, anticipating their needs, preferences and driving the best recommendations, using rigorous and comprehensive forecasting systems, and leveraging the benefits of Big Data - a set of data generated and stored - are companies. Having Fnac, the company where the curricular internship was carried out, as a case study, makes this improvement project aim at the implementation of a product recommendation system for its e-commerce area (on Direct and Marketplace). The value proposition of this project is to reduce the effects of the paradox of choice by tapering the products displayed to only those that are in fact relevant to the user. Email marketing then enters as the most appropriate channel to influence the customer repurchase. The recommendation systems used were defined by crossing the possibilities described in the literature with the results obtained from the structured interviews. In this collection of data, we observe that the recommendations will depend on the purpose of purchase, whether it is for the user or to offer to someone else, and that the preferences of recommendation are different when you want to offer, buy for yourself or to receive by email. In the body of the project is still presented collaborative systems and content as substitution systems in case of the impossibility of using the current Early Birds, system from Fnac darty, or in the difficulty of crossing profiles with products.
The internet appears, the e-commerce concept is developed, and the growth of global and competitive market is accelerated. In adapting to the online business, getting to know the customer intimately, anticipating their needs, preferences and driving the best recommendations, using rigorous and comprehensive forecasting systems, and leveraging the benefits of Big Data - a set of data generated and stored - are companies. Having Fnac, the company where the curricular internship was carried out, as a case study, makes this improvement project aim at the implementation of a product recommendation system for its e-commerce area (on Direct and Marketplace). The value proposition of this project is to reduce the effects of the paradox of choice by tapering the products displayed to only those that are in fact relevant to the user. Email marketing then enters as the most appropriate channel to influence the customer repurchase. The recommendation systems used were defined by crossing the possibilities described in the literature with the results obtained from the structured interviews. In this collection of data, we observe that the recommendations will depend on the purpose of purchase, whether it is for the user or to offer to someone else, and that the preferences of recommendation are different when you want to offer, buy for yourself or to receive by email. In the body of the project is still presented collaborative systems and content as substitution systems in case of the impossibility of using the current Early Birds, system from Fnac darty, or in the difficulty of crossing profiles with products.
Descrição
Palavras-chave
Profiling Sistemas de recomendação de produtos Funil de compra Fnac Email marketing