What is the Buying Readiness Score?
The Buying Readiness Score (BRS) is a real-time, session-level intent score ranging from 0 to 100. It tells you exactly how ready a specific visitor is to purchase — not based on who they are, but based on what they are doing right now. Every 40+ behavioural signals feed into the BRS continuously: scroll depth, hover patterns, time on page, search queries, price comparison behaviour, return visit frequency, cart interactions, and dozens more.
Why Static Segments Always Fail
Traditional segmentation is backward-looking. You create a high-intent segment based on last month's data. By the time a visitor lands today, your segment has already aged out. RFM models tell you who bought recently — they tell you nothing about whether the person browsing your product page right now is about to buy or about to leave. Consider a first-time visitor with no purchase history. They have no RFM score. But their behaviour — three product page views in four minutes, price check, scroll to reviews — is screaming intent. BRS captures this. Segments do not.
The Nine Intent States
- 0–10 (Discovery) — New visitor. Serve brand-awareness content, best-seller curation.
- 11–35 (Consideration) — Category and product browsing. Surface comparison tools, social proof.
- 36–65 (Intent) — Clear purchase signals. Trigger personalised nudges, loyalty point previews.
- 66–85 (Decision) — Cart interaction, checkout exploration. Activate urgency nudges.
- 86–100 (Conversion) — Checkout and post-purchase. Protect the session, activate loyalty.
What Happens When the BRS Fires
The BRS is not a reporting metric — it is an orchestration trigger. The moment a visitor crosses a threshold, the Intent Orchestrator fires a coordinated playbook across every connected component simultaneously. A visitor crossing BRS 65 might trigger: a personalised hero banner swap, a WhatsApp nudge queued for the next morning, a loyalty point preview on the product page, and a suppression flag to the remarketing engine. All in under 200 milliseconds.
The Compounding Effect
The BRS gets more accurate over time. Every session, every purchase, every abandonment trains the model on your specific customer base. A brand running on Commerzio for six months has a materially more accurate BRS than one that launched last week. The accuracy compounds, and so do the conversion rates.