UK online chemist Pharmacy2U says its average order values have risen by 12% since it introduced behavioural merchandising to its website.

The site uses technology from Avail Intelligence to present consumers with the most relevant items, based on their online surfing habits.

That helps consumers narrow down a choice of thousands of different lines offered by the retailer.

Pontus Kristiansson, chief executive and co-founder of Avail Intelligence, (pictured) said: “Customers are coming to expect convenience in every aspect of their lives, especially when it comes to shopping online, which is fundamentally built on this trait.

“Many retailers perceive product recommendations as most valuable for selling one-off items that consumers want rather than need. But Pharmacy2U understands the importance of treating the customer as an individual when it comes to the everyday items they use.”

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