Personalized Marketing Success Turns First-Time AI Users Into True Believers
32% better conversion and 1.47x greater ROAS change apparel brand’s POV on automation
A Rosetta.ai case study with MIUSTAR
Founded in 2006, Miustar is a long-standing women’s apparel site specializing in affordable Korean style clothes, shoes, bags and accessories.
As they’ve kept up with K-fashion trends over the years, they’ve also stayed ahead in ecommerce, always adopting the best marketing practices for converting more customers online.
Changing with the times
For example, when the biggest websites began using Instagram user-generated content on their landing page, Miustar did too and improved customer engagement immediately.
When it came to AI-driven solutions however, Miustar had questions. Is automated data analysis accurate? Do personalized recommendations really improve conversions?
But as they saw more and more of their competitors using AI to personalize their marketing, Miustar realized they would have to try it to stay competitive.
The problem: more competition than ever, conversion rate could be better
With so many apparel websites out there nowadays, the Miustar Growth Management team knew that selling the hottest items and spending more on advertising are not long-term solutions.
They needed to work more efficiently with what they already had which meant converting more of their existing traffic and getting more return on their ad spend.
But both of those goals depend on something more fundamental: consumer insights.
Processing product/customer data isn’t easy
In the past, Miustar had to spend a lot of time updating product information manually and analyzing consumer shopping journeys one by one in order to get consumer insights.
For years they suspected this wasn’t the ideal way to handle their data.
The new direction
Leading brands these days are focused on the customer. They've realized that understanding consumer preferences and providing an enjoyable shopping journey are the best ways to make more conversions.
This was the direction that Miustar needed to go and Rosetta.ai was there to guide them.
The solution: backend automation, site-wide personalized recommendations
The Rosetta.ai personalized marketing solution is unique because it uses a visual-AI-driven recommendation engine optimized for fashion ecommerce.
For Miustar, it improved their backend efficiency and provided accurate recommendations to shoppers, thus streamlining the workflow and increasing conversions
Automated product tagging and analysis
Automating product tags relies on computer vision trained by Rosetta.ai beauty and fashion industry experts. The training makes sure that the AI writes the tags to industry standards.
The tags can be added to images to accurately enhance descriptiveness.
Category tags can be set to #style #pattern #material #sleeves #color, and up to 30 more. The tags can also be written into product descriptions, and used as clickable links to other related categories, improving product discovery.
Most importantly though, the extra-detailed tags get used to build up shopper preference profiles.
The additional product tagging detail in shopper preference profiles helps Miustar make accurate recommendations, a subtle part of the CX that goes a long way to build better customer relationships.
Plus, the automation saves time spent on maintaining web pages with product updates.
AI-powered personalized marketing guiding the consumer journey
When consumers enter a fashion ecommerce website, every page matters so Rosetta.ai provides personalization across the whole journey, from landing page, to category page, to product detail page to the final checkout page.
The awesome accuracy and high level of detail of the Rosetta.ai tags provides deeper insight into consumer preferences so the AI can predict what shoppers intend to buy.
But the AI understands more than just consumer preferences. It also analyzes on-site behavior in real time, paying attention to clicking, scrolling, browsing and buying on every page.
With these “thoughts in mind,” the AI runs two recommendation components on the Miustar website, Recommended just for you on their landing page, and You might really like on their product details page.
(1) Recommended just for you
For visitors that return to the landing page, the AI will predict individual consumer preferences based on past browsing history and make personalized recommendations.
Seeing products with attributes that are similar to ones seen before converts shoppers at a higher rate, with some companies seeing triple the CTR at this stage.
(2) You might really like
On the PDP, recommendations are based on preference profiles compiled from past purchases, clicks and browsing behavior. These highly accurate recommendations increase cross sells at the last stage of the shopping journey.
Personalized recommendations ease product discovery, letting consumers find lots of their favorite things grouped together. Saving time while searching this way removes the friction-point of searching for products one by one. It makes them click through to more products, stay longer and buy more!
The results
After adding personalization to their online marketing strategies, Miustar improved CVR, AOV and revenue, as well as saving time and lowering costs to maintain the product information.
The increased cross-sells on the Miustar’s product page have achieved a 32% conversion rate increase and 1.47x greater effectiveness for ROAS.
With AI-powered personalized marketing, Miustar grew business, saved time, lowered costs and became able to predict more future purchases based on accurate customer preferences (thus reducing stockpiling)
Above all through personalized recommendations have empowered Miustar’s understanding of each customer’s behavior and preferences throughout the shopping journey. The deeper consumer insights create a deeper connection with consumers, greatly increasing the likelihood of many happy returns!
About Rosetta.ai
Rosetta.ai offers fashion-optimized, image-based AI personalization for unique onsite shopping experiences, authentic email marketing campaigns and preference analysis insights.
On average, our clients double their order value and triple their conversion rate because shoppers on their websites are more engaged by the industry-leading accuracy of our personalized recommendations.
Rosetta.ai has been featured in Forbes Top 25 ML startups and Analytics Insights Top 10 companies.
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