As a peer-to-peer marketplace with new items added constantly, it was crucial that Grailed not only provide a personalized buying experience, but also quickly recommend newly submitted items. Unfortunately, newly submitted items have traditionally suffered from the “cold start” problem; meaning, in the absence of interaction data to work with, it can be difficult to accurately recommend a brand new item to the right person. Additionally, clunky user-generated content (UGC) on product listings created another obstacle to achieving personalization.
Grailed tapped Crossing Minds to help solve their complex personalization challenges and make better recommendations via Braze email and in-app.
With Crossing Minds, Grailed unlocked the power of behavior-based recommendations which focus on a buyer’s tastes and preferences over their third-party data demographics. That paired with Crossing Minds’ state-of-the-art AI and machine learning models enables better personalization faster. Plus, with Crossing Minds’ advanced ability to interpret UGC accurately, another previously cumbersome data parsing process became much simpler.
Armed with highly personalized emails and push notifications, Grailed saw significant increases in buyer engagement and conversions, as well as a way to keep sellers happy and more likely to return with additional items to sell. With a newly maximized approach to personalization both on email and in-app, the experience for both buyers and sellers in its marketplace has improved and kept them coming back for more.
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