Red Envelope targets the upscale buyer who wants a convenient way to give the right gift, be it to a business associate or a loved one. Red Envelope is on its third-generation Web site, and the latest is based on BroadVision's technology. At this point, the company is using BroadVision's core enterprise system and its retail commerce application. But if, for instance, Red Envelope chooses to make its wares available on other Web sites through content or commerce syndication, the platform is ready to handle it. Personalization on the site begins with the calendar.
Registered users can preload their Red Envelope calendar with events such as holidays and birthdays.
The customer then gives some information about the person getting the gift. The system combines this information with what it knows about the event and the customer to generate reminders that include a customized gift recommendation from its catalog. BroadVision's personalization technology has dramatically improved the customer experience on Red Envelope's Web performance, according to Vividence , an independent evaluation service that tests the reaction of groups of customers. Vividence tested customers' reactions to Red Envelope's site before and after the BroadVision installation. The study used a similar demographic group both times.