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Personalization playing a key role in driving loyalty and retention
Frederick’s of Hollywood use data-driven experiences to build customer journey that resonate
Introduction
Frederick’s of Hollywood is a globally recognized leader in intimate apparel. The company have focused on personalization and customer experience to drive loyalty and with existing and new customers to the brand. As a Qubit Pro customer since the summer of 2017, the ecommerce team has been focused on building experiences through the use of product recommendations, social proof, abandonment recovery and many other proven techniques.
Personalization is at the heart of the ecommerce strategy and is a key proponent of immediately engaging new visitors and driving lifetime value with exisitng customers.
“Personalization has become integral to the way we are perceived as a brand. The techniques we employ are what our visitors have come to expect - relevant messaging throughout the engagement. Qubit allows us to be relevant all the time."
Grace Choi
Director of Ecommerce
Product recommendations on the PDP
The recommended products surfaced as a result of what other like-minded shoppers were purchasing. This makes the shopping experience more relevant, as well as making it more likely for the customer to purchase more than one item.
Result
--- 2.97% uplift in RPV
“As an ecommerce business, we're continually looking at our data to inform future customer journeys. Understanding what works, and what doesn't, with Qubit, means we can improve experiences and constantly be increasing revenue per visitor."
Grace Choi
Director of Ecommerce
'Low in stock' for the PDP
To ensure visitors didn’t miss out on the products that they were interested in, an experience was fired to address those products that were low in stock. If the product had more than 10 in stock the number value would be displayed, but if the stock was between 11-20 then the ‘Low in Stock’ messaging would be fired.
Results
--- 5.4% uplift in RPV
"The only way to create differentiated experiences is through the use of segmentation. This allows customers to have a relevant experience with our brand online. Qubit will enable us to scale these experiences across segments and channels so that we're always curating our customer's journey."
Grace Choi
Director of Ecommerce
Segmented badging on the PLP
In order to be more targeted with their onsite messaging, the company created segments to surface specific badging on the product listing page (PLP). Segments created included; new non-purchasers that saw ‘Trending’ badging, returning non- purchasers that saw ‘Recently viewed’ badging and returning purchasers that saw ‘Recommended for you’ badging.
Results
--- 0.52% uplift in conversion rate
Looking ahead
Frederick’s of Hollywood will start to leverage the power segmentation throughout their personalization strategy. Tailoring experiences to the right visitor, at the right time, for example, new non- purchasers, returning non-purchasers, and returning purchasers, will each have unique experiences.
Using Qubit, the company and ecommerce team will be able to deliver targeted experiences to create further loyalty with existing customers, and trust with new visitors.
