Blue Way ups ROAS to 15x and Gains Valuable OMO Insights

Online preference analysis finds best-selling offline attributes

With six decades of innovation under its belt, Designers at Blue Way know how to make denim styles people love — and their Marketers know how to scale business. For Blue Way OMO Executive Assistant Eric Huang, continuing this tradition in 2022 means increasing ROAS and he found an online marketing platform to do it.

Problem

OMO manager’s Return On Ad Spend not paying off

Solution

Find online shopper’s preferred attributes for better POS merchandising

Results

Average Order Value: ↑23.4% from $105 to $130.
Conversion Rate increase: 3.78%
ROAS: 15x

“The Rosetta.ai platform has helped us understand customer’s most preferred attributes so whether online or off, we have the data to retain existing customers, engage new ones, and keep hesitant customers on-site by accelerating their decision-making process.” — Eric Huang, Blue Way Jeans OMO Executive Assistant.

BLUE WAY

Blue Way Jeans began in Japan, the birthplace of the world’s best denim brands. Selvedge and raw denim originated there and to this day Japanese material processing and design taste set the standard for blue jean lovers everywhere.

In 1979, Blue Way moved to Taiwan and upgraded their production with innovative dying and washing technologies. In recent years they’ve become a force in the Asian Streetwear world with embroidered imagery on their jeans, wild T-shirt designs and athleisure wear. Their look is as timeless as the steady stream of young people that continue to love what Blue Way makes.

But staying timeless these days isn’t just about what you sell, it’s also about how you sell — especially when it comes to ecommerce. Executive assistant Eric Huang heads the company’s OMO effort, a big responsibility in an age when online merge offline competition is make or break.

PROBLEM: OMO manager’s Return On Ad Spend not paying off

Blue Way faced problems that are common among many fashion retailers. First, the ads they were paying for on Facebook, Google and Instagram were becoming more expensive and cutting into their margins too deeply. They hired advertising and SEO agencies and even started an affiliate program but the results were the same. The traffic they were getting was good but both their online and offline conversions weren’t justifying the ad spend.

Ecommerce platform recommender not so hot

Onsite, they were relying on their ecommerce platform’s recommendation system which showed shoppers “Hot Items.” But like many recommendation systems at this level, the hotness of the items is actually based on large segments of shoppers, not individual preferences. Shoppers these days, especially Gen Z, want retailers to show them they know them.

With this in mind Eric Huang set out to evaluate new tools for doing 1 to 1 online preference analysis and truly personalized onsite recommendations. The idea was that such an advanced tech stack would more effectively convert the traffic that ads bring online and let him know which products to push in offline as well.

SOLUTION: Find online shopper’s preferred attributes for better POS merchandising

The Rosetta.ai Personalization Experience Platform helped Blue Way get a better understanding of their first-party data. The app analyzes what shoppers see in the products they click, and creates preference profiles that are used to recommend items at just the right time in the customer journey.

With an deep understanding of shoppers’ preferred attributes marketers are able to know which parts of what products are making a difference. This

Preference analysis data drives more conversions

By transforming onsite data into individual profiles, the Blue Way website can automatically decide which products a shopper is personally interested in and then cross sell additional products, effectively raising average order value.

Just before a shopper is about to check out, the “you may also like” in-page carousel recommender box shows items that match the shoppers individual preferences.

Ready made recommender box templates can be chosen quickly on the handy backend dashboard or fully customized to match Blue Way website look and feel.

You can also offers promotional pop-ups to first time site visitors, engaging them immediately. And then as they browse and the preference profile builds, personalized promotions are offered when the hesitant shopper detection feature senses that a shopper intends to exit the site.

Results

When Blue Way started using the Rosetta.ai Personalization Experience Platform, conversion rates increased by 3.78%. Average Order Value went from $105 to $130, increasing by almost a quarter. Most importantly though, ROAS increased and remained at 15x and the OMO strategy Blue Way sought was implemented successfully.

About Rosetta AI

The Rosetta AI Personalization Experience Platform discovers shopper preferences from your first-party data and provides one to one product recommendations and hesitant customer detection.

Our AI algorithms are written especially for apparel, beauty and accessories ecommerce merchants and we serve them passionately because their success is our success.

On average, our clients double their order value and triple their conversion rate because their shoppers are more genuinely engaged by the experiences our platform provides.

Rosetta AI has been featured in Forbes Top 25 ML startups and Analytics Insights Top 10 companies.

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