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CASE STUDY How Rag & Bone boosted online conversions

rag & bone: tapping into D2C for growth

Founded in 2002, the New York-based luxury fashion brand rag & bone has became synonymous with British heritage style that combines directional, modern design. Now, its bricks-and-mortar estate has expanded to 42 stores internationally, including three London-based outlets. 

rag & bone is also stocked across several UK luxury retailers, including Selfridges and Harrods, and while it had traditionally focused on wholesale, the rise of direct-to-consumer (D2C) brands in the market saw the fashion brand seek new ways to connect with shoppers.

As it progressed its D2C offer, the high cost of acquisition amongst luxury shoppers led rag & bone to turn to remarketing strategies, such as abandonment emails, as a cost-effective way to convert customers.  However, with just an 8% identification rate across its onsite traffic, the performance potential of this channel was limited. 

rag & bone turned to BounceX to help it better identify, understand, and directly remarket to its onsite shoppers, as Aaron Detrick, VP of Digital at rag & bone, explains: “BounceX’s key benefit is identification, which means we can remarket to shoppers in a relevant, personal, and timely way.  Our volume of connections with our shoppers has gone way up because of the identification that BounceX brings to our online business.”

Now, the luxury fashion brand is able to identify over 40% of its site traffic and send personalised triggered emails that help push shoppers down the conversion funnel.

Using BounceX’s identity network, rag & bone was able to de-anonymise 35% of its site traffic, increasing triggered email traffic to their site by 3.7x, which has improved online conversions and enhanced performance; BounceX now drives 7.27% of total digital revenue for the brand. 

Aaron Detrick, VP of Digital at rag & bone, adds: “BounceX is truly becoming one of our largest revenue channels and is definitely our most profitable.  It helps us identify shoppers at a much higher rate and remarket to them with a higher volume of relevant digital touchpoints—drastically accelerating our digital and direct-to-consumer growth.  BounceX helps us bring consumers back to site to complete their marketing journey with thoughtful experiences based on key actions the consumers have taken that show intent on the website.” 

Jacq Abernathy, AVP of Customer Success at BounceX EMEA, comments: “Whilst the cost of customer acquisition is rising for all retailers, it is most keenly felt amongst luxury businesses, who often face conversion rates that come at the highest price-point.  By identifying customers onsite and then tailoring the right message to the right customer at the right time, based on that individual’s buying intent, rag & bone were able to enhance online experiences and boost conversions without having to reacquire that same shopper.” 

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