Challenge
E-commerce in the fashion industry noted that despite the increasing number of transactions, the average order value remained at a similar level.
Customers tended to buy one / two main products without adding any accessories or other clothes from the collection to their shopping cart.
Action
- Use of Feed Manager
The company entered its product data into iPresso to automatically pull it in for future marketing campaigns. - Creating smart recommendations
It integrated recommendation frameworks with Google Vertex AI to recommend, among other things, products the user might like based on previous activity (“Others You May Like”), similar to those the user wants to buy (“Similar Items”), and purchased most often together (“Frequently Bought Together”). In this way, the company encouraged customers to increase the value of their shopping cart. - Personalized e-mails
The company sent automated emails after a purchase, suggesting products that might complement the last transaction, such as "Already have a dress? Check out our handbags that go with it!".
Results
- The online store increased the average order value by 14%.
- Recommended products were more likely to be added to the shopping cart. Conversion increased by 20%.
- Customers were more likely to return to the store and make repeat purchases. Retention increased by 16%
- Suggestions made it easier to complete outfits and find matching accessories, which contributed to increased customer satisfaction.
