Luxury brand Diane von Furstenberg attributes 11% of revenue being driven by personalization
23rd Aug 2018
After online overhaul, Qubit Pro and Qubit Aura used to create seamless multi-channel visitor journeys
[NEW YORK - 23 AUGUST 2018]
Using the Qubit Pro personalization platform and Qubit Aura, the product discovery solution for mobile web, Diane von Furstenberg (DVF) has been able to leverage Qubit’s proprietary machine learning technology to create in-the-moment experiences - serving the right message, offer or product in the right place and at the right time, increasing brand engagement and customer loyalty. DVF now attributes 11% of its revenue thanks to a focus on the ecommerce program designed to create personalized experiences for each and every visitor.
After the launch of a new website, DVF used Qubit Pro to introduce experiences like social proof, basket reminders, user-specific offers and smart email collection experiences, all served at moments defined by an individual’s behavior and intent. Bag reminders alone drove substantial revenue, while offers saw a 20 percent conversion rate amongst those targeted.
Qubit Aura, the AI-powered product discovery solution, curates one-to-one experiences for visitors to the mobile website and allows them to see more of the product catalog and more of what’s relevant to them within in a few swipes and interactions. With hundreds of products available at any one time, artificial intelligence is the only way DVF can ensure relevancy on mobile, especially given the confines of the small screen and attention spans. For DVF, mobile now accounts for over 50 percent of traffic and continues to grow, the challenge is that mobile revenue is significantly less than 50 percent of web revenue. By using Qubit Aura, DVF has increased conversion on mobile by four times for those that use the solution.
“As a brand, we’re under pressure to maintain growth and revenue in a highly competitive landscape, particularly from online-only retailers,” said Felipe Araujo, senior director of ecommerce, Diane von Furstenberg. “The luxury industry itself has seen a major shift towards ecommerce, with 40 percent of purchases now influenced by online content1. Previously luxury brands defined themselves by an exclusive in-store experience; this change in focus, combined with an online presence that required updating, was the catalyst behind our decision to implement Qubit Pro and Qubit Aura.”
“The premise of cutting-edge personalization technology is as old as commerce itself: give the customer what they want. With a refreshed brand, Diane von Furstenberg saw the chance to deliver this. By providing the right tools, Qubit was able to set the retailer on the path to personalization, a strategy that has been proven to deliver six percent revenue growth for those that implement it,” said Graham Cooke, CEO at Qubit. “The revenue DVF has generated from personalization is a testament to this and adds to the $600 million of weekly sales influenced by Qubit. It is yet more evidence that once brands begin the path to personalization, online success shortly follows.”
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About Diane von Furstenberg
The Diane von Furstenberg brand is a woman's best friend. It is the brand she turns to for confidence and glamour, to be the woman she wants to be. Founded in 1972 by the designer, DVF revolutionized fashion with the creation of the wrap dress, which came to symbolize power and independence for an entire generation of women. DVF is now a global luxury lifestyle brand and one of the premier names in American fashion. Renowned for its iconic wrap dress and signature prints, DVF has expanded to a full collection of ready-to-wear and accessories including shoes, handbags, small leather goods, scarves, and jewelry. Founder and Chairman Diane von Furstenberg is also Chairman of the Council of Fashion Designers of America and serves on the boards of Vital Voices, the Statue of Liberty–Ellis Island Foundation and The Shed, the new center for artistic and cultural innovation in New York City. In 2014, Diane published a memoir, The Woman I Wanted to Be, which has been translated into five languages and in 2015 she was named one of the TIME 100 Most Influential People. Headquartered in New York City, DVF has a global distribution network in over 55 countries and 1500 points of sale including 148 DVF owned and partnered stores throughout North and South America, Europe, the Middle East and Asia Pacific.
DVF can be found online at https://uk.dvf.com/home/
Qubit is the leader in delivering highly persuasive personalization at scale. In 2018 the company was named a ‘Top Rated A/B Testing & Personalization Tool’ by TrustRadius. Leading brands in retail, travel and egaming work with Qubit to transform the way they understand and influence their customers. Companies like NET-A-PORTER, Topshop, Emirates, Ubisoft, Thomas Cook, and Ladbrokes Coral are using the Qubit personalization platform to increase revenue, build loyalty and significantly improve their marketing efficiency. Every week Qubit is used to personalize approximately $600 million in online sales. Headquartered in London, the company has offices across Europe and the U.S. For more information, please visit: www.qubit.com
Stacey Nardozzi, Account Manager, Octopus Group
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