Onsite campaigns get personal
Figleaves.com, the world’s largest online retailer of branded intimate apparel, is adopting on-demand content intelligence technology – one of the first online retailers in the UK to do so. Figleaves.com will be able to refine its shop window based on the behaviour of visitors to the site, as well as providing personalised home pages.
Maxymiser has been retained on a two year deal by figleaves.com to provide the technology, which is designed to serve up the best combination of content to each visitor in order to boost sales. First, it uses artificial intelligence to find out which campaigns are having the best impact on response rates. Behavioural targeting technology then discovers the best performing campaigns for each individual according to their customer traits and behaviour. Visitors will be defined according to gender, purchase and browsing history, recency, source site, search history and whether they are first time or repeat visitors.
Mark Simpson of Maxymiser notes, “Content intelligence techniques such as multivariate testing and behavioural targeting have been around for a while but figleaves.com’s use of our solution will kick off a new era in which retail marketers can control complex “in store” campaigns without constant technical team involvement. They will benefit from access to definitive bottom line results which prove the value of creative work. Previous attempts to do this kind of thing involved major integration issues and a loss of control. Our approach is on-demand, quick to implement and gives the marketer the capability they need to do their job.”
Catherine Hall, Online Merchandising Director, figleaves.com, commented, “This opens up a major new potential discipline for online retailers to promote sales to existing customers and visitors. By first building relevance by assessing creative against all visitors then improving targeting, we hope to be able to increase the effectiveness of our wide range of product campaigns onsite.”
Maxymiser provides a software-as-a-service solution for automated content optimisation on web sites. Their software tests complex combinations of content and automates the process of serving up the best versions. This includes multivariate testing for all site traffic, for segmented traffic or behaviourally targeted content optimisation. Clients enjoy easily quantifiable benefits in the form of uplift in their conversion revenues. Last month the average conversion rate uplift across Maxymiser clients was 43%. Maxymiser was founded in 2005 and is based in the UK with offices in London and Edinburgh.
Current Maxymiser clients include Alliance & Leicester, QVC, National Express, LOVEFiLM, Flight Centre, Budget Insurance Group, P&O Ferries, and Dixons Stores Group.
Figleaves.com is the world’s largest online branded intimates retailer, delivering to over half a million customers in 99 countries every year.
Headquartered in London, figleaves.com employs over 220 staff and operates two websites – one in UK Sterling and one in US dollars – with fulfilment operations in the UK, Canada and the USA.
Figleaves.com’s UK website attracts over 2 million visitors a month making us the most visited lingerie website in Europe. In global terms it is the second most visited intimates online player in the world after Victoria’s Secret.