Jewelry and watches are personal, often emotional purchases shaped by style, material, lifestyle, and milestones. Many buying decisions are tied to occasions or gifts.
This article shows how to use Smart Recommender in Insider One to guide discovery, build confidence, and suggest matching pieces. It includes an A/B test walkthrough for jewelry pairings and strategies for each page type.
Before you start: Make sure your product catalog includes the attributes this article filters on, such as Category, Material, Occasion, and Product Set. Create missing custom attributes on the Product Attributes page and mark them as filterable.
What you can achieve with Smart Recommender
Style-based discovery
Suggest matching accessories, such as a bracelet with a gold watch, on product and cart pages.
Trending pieces
Highlight in-demand or new pieces such as "Trending Gold Hoops."
Personalization by material or occasion
Show silver rings to shoppers with a silver affinity, or elegant pieces before weddings and anniversaries.
Re-engagement with new arrivals
Show lapsed shoppers new pieces that match their past behavior.
Complementary add-ons
Recommend extra straps, cleaning kits, or matching sets to raise average order value (AOV).
A/B testing
Test algorithms, placements, and filters, such as "Best Gifts Under 200 USD" versus "You May Also Like."
Walkthrough: Increase AOV with jewelry pairings
Shoppers often look for pieces that work together. Pairing recommendations encourage sets instead of single items.
This walkthrough tests two cross-sell strategies on necklace product detail pages:
Variant A: Recommend bracelets.
Variant B: Recommend earrings.
Step 1: Create the recommendation strategies
Navigate to Recommendation Strategies and click Create. Configure the first strategy as follows:
Select Product Detail Page as the page type.
Select Purchased Together as the algorithm.
Enter the number of products to recommend.
Exclude products purchased in the last four weeks.
Add a filter for the category attribute: Category + is + Bracelets.
Create the second strategy with the same settings and change only the category filter:
Category + is + Earrings.
Note: Keep every other setting identical between the two strategies. If more than one setting changes, you cannot tell which change caused the difference in results.
Step 2: Launch the campaign
Navigate to Web Smart Recommender and click Create.
Select the integration method for the widget.
On the Segments step, select customers with a low AOV under Purchasing Behavior and set your threshold.
On the Rules step, use Page Rules to target the product detail pages of necklaces.
On the Design step, assign one strategy to each variant and set the traffic allocation for each variant.
Click Edit Design to open the Advanced Product Card Designer and customize your product cards.
Select the locales and stores where the campaign appears.
Review the campaign details, confirm that every setting matches your goal, and click Launch.
Note: Every attribute you show on a product card must exist in your product catalog. To show more information, create custom attributes on the Product Attributes page.
Step 3: Track campaign metrics
Navigate to Smart Recommender Analytics.
Find your campaign in the Campaign and Variant Metrics table. When the test period ends, click the campaign name.
Compare Direct Revenue, Average Order Value (AOV), and Conversion Rate for the two variants. This shows whether bracelets or earrings raise AOV more for low-spending customers.
If one variant clearly wins, set its traffic allocation to 100% so every visitor sees the better strategy.
After you find a winner, test other pairings, such as rings or cleaning kits with watches.
Step 4: Optimize your campaigns
After the campaign has run long enough to collect data, use Smart Recommender Analytics to improve it:
Engagement funnel: Review product impressions, click-through rate, add-to-cart rate, and conversion rate to see where shoppers drop off.
Campaign and variant performance: Compare AOV, Conversion Rate, and Direct Revenue in the Campaign and Variant Metrics table, then refine or scale the winning variant.
Product-level impact: Open Top 100 Product Analytics to see which recommended products perform best. Give extra visibility to strategic products that perform below expectations.
Category trends: Use Category Analytics to find the categories that drive the most conversions, and decide whether to prioritize them or promote weaker ones.
Use cases by page type
Home page
Timeless bestsellers
Show first-time visitors best-selling staples such as gold hoops or minimalist watches.
Create a strategy with the Top Sellers algorithm.
Add the filter Category + is one of + Earrings, Necklaces, Watches.
Target new users on the Segments step.
Tip: A/B test a carousel against a grid layout.
Recently viewed items
Help returning shoppers pick up where they left off.
Create a strategy with the Recently Viewed algorithm.
Exclude products the user already purchased.
Target returning users on the Segments step.
Note: Recently Viewed and User Based rely on each user's past behavior. Target returning users so these widgets always have data to show.
Tip: A/B test the widget near the top versus lower on the page.
Gifts by occasion
Help shoppers find gifts for moments such as Valentine's Day or anniversaries.
Create a strategy with the Top Sellers algorithm.
Add the filter Occasion + is + Valentine's Day.
If you do not have an Occasion attribute, create it on the Product Attributes page.
Tip: Run this campaign in the weeks before each occasion with titles such as "Gifts They Will Love."
Product detail page
Matching sets
Suggest pieces in a different category but the same material, such as earrings that match a necklace.
Create a strategy with the Viewed Together algorithm.
Add two filters connected with an AND connector: Category + doesn't match the item they're currently viewing, and Material + matches the item they're currently viewing.
Turn on the Enhance recommendations based on Attribute Affinity toggle.
Tip: Place the widget directly after the product description.
Picks based on recent browsing
Show each shopper pieces that match their most recent interactions.
Create a strategy with the User Engagement algorithm.
Exclude recently purchased products.
Tip: A/B test emotional titles ("Fall in Love Again") against functional ones ("Picked for You").
Category page
Top picks in this category
Show the pieces gaining the most interest this week in the current category.
Create a strategy with the Trending Products algorithm.
Add the filter Category + matches + the category they're currently viewing.
Turn on the Enhance recommendations based on Attribute Affinity toggle. Set the affinity attributes to Material, Category, and Brand.
Tip: A/B test this strategy against Top Sellers.
Inspired by your interests
Personalize the category page based on the shopper's behavior across the site.
Create a strategy with the User Based algorithm.
Add the filter Category + matches + the category they're currently viewing.
Target returning users on the Segments step.
Turn on the Enhance recommendations based on Attribute Affinity toggle.
Tip: Compare this strategy against New Arrivals.
Limited-time favorites
Show the best deals in the category during promotions.
Create a strategy with the Highest Discounted algorithm.
Add the filter Category + matches + the category they're currently viewing.
Turn on the Enhance recommendations based on Attribute Affinity toggle. This shows deals that match each shopper's taste.
Tip: Try titles such as "Ends Soon."
Cart page
Complete the set
Recommend the matching pieces of a set already in the cart.
Create a strategy with the Purchased Together algorithm.
Add the filter Product Set + matches the items currently in their cart.
Leave Attribute Affinity off.
Tip: A/B test "Bundle and Save" against "You Might Also Like."
Reach free shipping
Show products that help shoppers reach your free shipping threshold.
Create a strategy with the Checkout Recommendation algorithm and set the spend threshold (for example, 100 USD).
No filters are required. Attribute Affinity is optional.
Tip: If you do not offer free shipping, use Purchased Together instead.