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Embracing ‘personalisation’ bags Missguided 33% increase in revenue

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Online fashion retailer Missguided has increased conversion rates by 34% since implementing a personalisation and optimisation strategy that allows it to target customers with specific, tailored experiences.

The move follows the highly successful launch of a new app that sort to gamify the Missguided user experience and sees Missguided join a growing list of companies that are reaping the rewards of personalization, including The Entertainer and JD Williams.

A young brand in an industry of well-established competitors, Missguided required a solution that would support and highlight its excellent customer service offering to all that visited any of the five global sites.

Personalisation software provider Monetate has helped Missguided to replace its previous ‘one-size-fits-all’ mass messaging with targeted experiences for specific segments, without needing the budget and time to completely redevelop the existing website.

Conscious of keeping up to date with the fast-paced fashion landscape and wanting to bring the offline excitement behind the brand to online, implementing a personalisation platform has given Missguided the tools to change content quickly, allowing them to target the right customers at the right time. Monetate has also enabled the retailer to capitalise on the mass amounts of data it has and grow this for both short-term and long-term business goals.

Since implementing the Monetate platform less than a year ago, Missguided has seen both a 34% increase in conversion rates and a 33% increase in revenue.

Leanne Fyffe, Optimisation Specialist at Missguided, says: “We have a real passion for personalisation and are continuously seeing the value it adds to our business. As well as being able to offer our large, expanding customer base the best possible experience, we’ve also been able to use Monetate to set better business goals. We started out with just one team member using the platform but with a true personalisation strategy in place, we’re starting to see benefits across the whole company. 2016 will be a great year for us we still have a lot to do with the ultimate goal being one-to-one customer targeting.”

One key aspect of the process has been separating and offering content specific to each geographical website. Using Monetate’s geo-targeting capabilities, Missguided is able to show winter coats and boots to UK website visitors but show shorts and sandals to those visiting the brand’s Australian site. Missguided has also been able to target content to local preferences; for example it has found that ‘celeb style’ badging worked extremely well for US customers but was unsuccessful for those in France.

Mark Leach, Head of eCommerce at Missguided added: “Monetate has had a huge impact on our ability to deliver and execute our customer-focused strategy. As well as having a flexible platform to quickly create and deploy content, the insight and strategic advice by the Monetate services team has been of enormous benefit”.

Mike Harris, VP EMEA at Monetate, says: “Missguided is the perfect example of how a brand, even in the early stages of its business plan, can make personalisation work for them. Each company has a mass of untapped data that can be used to offer customers the very best experience and you don’t need a big team to do so. Monetate allows Missguided to target customers around the world with relevant products and offers. It’s exciting to see what such a young company can do after ten months of work and to think how far it can take personalisation in the future.”

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