Case Study: LG Spain achieves up to 7% cross-sell lift and automated merchandising with Barilliance personalization

How LG Spain Utilized Personalized Product Recommendations and Website Personalization to Increase Cross-sells

LG Spain (LG.com/es), part of global electronics leader LG Electronics, operates a promotional website that directs customers to authorized sellers rather than processing sales directly. With over 800 products and continuously changing campaigns, the marketing team—led by Juan Larrauri—faced hundreds of hours of manual work to create and update product recommendations, promotions and page content, so they sought a way to automate merchandising and personalization.

LG Spain implemented Barilliance’s personalized product recommendations and website personalization widgets, which blend into the site, trigger relevant recommendations in real time, allow overrides/exclusions, surface related blog content, and deliver targeted surveys. The program ran 150 active rules by December 2014 and produced measurable gains: cross-sell uplift up to 7%, promotion CTRs as high as 15%, blog-referral conversions around 20%, over 10,000 survey responses, and a significant reduction in manual workload.

LG Spain

Juan Larrauri

Digital Marketing Manager