Fashion Website Personalization Ups Sales 48% For Local Business Woman
Owner/model automates one-to-one recommendations, sparks lasting sales increase
A Rosetta.ai case study with SOLE
“It made a big difference right away,” remarked SOLE owner/model, Ashley, when asked about her recent fashion website personalization upgrade.
The big 48% sales increase during summer 2020 is no small feat in the increasingly competitive Asian apparel market, but the real benefit is that it runs on autopilot.
Ashley still has the time she needs to continue with her social media campaigns which include an impressive Facebook selfie collection and regular live streaming sessions.
Maintaining an attractive balance
The SOLE apparel brand, from Kaohsiung, Taiwan, features European and American styles curated for style-savvy Taiwanese ladies.
Ashley selects looks that are fashionable year after year with middle aged women because the shop’s aesthetic stands out from other local brands, and also because SOLE understands local tastes.
Over the years, Ashley has always read Vogue and Elle and stayed in touch with global fashion trends, but more importantly, she has never lost touch with Taiwanese style.
Behind the scenes, husband Alex is the CTO. In late 2019 Alex began to realize that competitors were using personalization to connect with customers so he began to research it.
The problem: website visitors expect unique CX
Ashley and Alex soon realized that online marketing has changed and that selecting outstanding styles is no longer the only factor that determines whether a multi-brand website is hot or not.
“You have to know what your visitors are looking for and show it to them!” Claims Alex.
Research from Salesforce backs up Alex’s intuition. Actually, 52% of shoppers now expect all shopping experiences to be personalized with product recommendations that truly understand individual style, right down to the favorite colors and preferred attributes.
The solution: personalized recommendations for fashion
Top websites nowadays go to great lengths to make one-to-one connections with shoppers. The ideal is to make the online experience more like the in-store service that Ashley herself would provide to a regular customer that she knows really well.
On her website, Rosetta.ai filters visitor data from customer browsing behavior, demographics, and previous transactions.
Meanwhile, machine learning annotates the product catalog images with fashion-optimized tags including favorite colors and over 30 other attribute preferences (material, neckline, sleeve, etc.).
Individual preference profiles are automatically created for first time visitors and then updated whenever they return.
With all the data in hand the AI can make the right recommendation to the right person at exactly the right time which leads to a lot more cross-sells.
One-to-one remarketing
After shoppers have left the SOLE website, Alex can set up email outreach for promotions that have attributes matching items previously purchased or viewed.
For example, if a dark navy sweater with long sleeves was viewed on the website, an automated email offer can be sent featuring items that were previously viewed. Individualized preference profiles can also be used to send personalized reminders via SMS or instant message
Results
As mentioned above, over the summer of 2020 the recommendation engine on the SOLE website increased sales by 48%.
After this initial increase the effect of personalized marketing has continued to play a reliable role in generating sales for SOLE. Now, a year later, incremental sales are at 10% per month.
The beauty is, sales are up and personalized marketing runs on its own while Ashley still has plenty of time to continue with the great marketing that built her brand up in the first place.
About Rosetta.ai
Rosetta.ai offers fashion-centric, image-based AI personalization for 1:1 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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