Developments still follow amid a difficult year for UK fashion retailers since the beginning of the year, which started by a shock profit warning just before Christmas from ASOS, followed by the likes of Sports Direct, Bonmarche, and even Primark. Select Fashion is also one of the high-street womenswear retailers to whom, for the first part of the year, 2019 didn’t bring good tidings. Struggling with all the major challenges of the fashion retail industry, the brand was facing administration.
Aware of the opportunities online, the business was already investing in some tools; but the poor performance from their existing solutions and disjointed marketing channels was driving revenue losses on a daily basis. Looking to improve the situation, Select Fashion decided to leverage its online investments to get more engaged with their customers.
With proven success in boosting ecommerce revenue by at least 20% and increasing conversion rates up to 2.6 times for its hundreds of customers, Segmentify seemed a perfect fit for Select Fashion. After a free trial of its integration and widget designs, Select Fashion partnered with Segmentify for onsite personalised product recommendations and email marketing solutions.
Moreover, dotdigital, another powerful player of omnichannel marketing with its over 4,000-strong customer base in 150+ countries, joined this partnership, adding a valuable competitive advantage. Success became a real certainty for Select Fashion.
Segmentify and dotdigital
Go-live only took three days, and even after the first week Select Fashion saw a 12% increase in revenue and 4% uplift in conversion rates (4x more than its average rate). What’s more, personalised email campaigns had a great success: 87% open rate. During the last two months, improvement continued and Select Fashion secured a 14% increase in revenue, while 33% of all orders included an item from Segmentify’s product recommendations.
“Email marketing is no longer a standalone platform for talking to customers. Today it works more effectively in tandem with other channels and touchpoints. With this in mind, Select Fashion promoted personalized product recommendations along the customer journey – a winning relevancy tactic. The brand has successfully highlighted the clear correlation between integrated data practices and better customer experience, plus significant revenue uplift.”
Gavin Laugenie, Head of Strategy & Insight at dotdigital
“We experienced a 2.5X increase in conversions since switching to Segmentify personalisation solutions. Through their solutions for email, product recommendations, and search; our customers ultimately increased their basket sizes when shopping thus increasing our AOV by 14%.”
Emre İpekli, Select Fashion
“Select Fashion needed a robust solution that would react to user actions in a tailored and personalised way without interrupting their journey. Segmentify provided a customised solution to go one step further which resulted in a 14% increase in AOV. Alongside our partners at DotDigital, we were able to offer an end-to-end email personalisation solution as well.”
Murat Soysal, Co-Founder of Segmentify
About Select Fashion
Launched in the early 1980s, Select Fashion is a high-street womenswear retailer aimed at 18 to 45-year-olds. With up to 4,000 products (clothing, footwear, and accessories) and new lines added each week, Select offers quality products inspired by the latest fashion trends at an affordable price. Having stores across the UK, and rapid expansion plans in place, Select’s key focus is on opening more prime trading stores throughout the UK. Select’s product range covers key fashion needs, from trendy clothing to footwear and accessories. From the season’s must-haves to essential items, every young woman will find her perfect match.
Founded in 2015, and mentioned by Forbes as one of the top machine learning companies to watch in 2018, Segmentify today has hundreds of customers from all around the world. Helping ecommerce retailers to boost their revenue, increase conversion rates, powered by machine-learning technology, Segmentify tracks and targets individual website visitors according to their unique online buying habits better than any personalisation platform on the market.
dotdigital is a leader in customer engagement technology. dotdigital’s Engagement Cloud is the platform of choice for businesses seeking to engage customers across all touchpoints. The platform’s features empower 4,000+ brands across 150 countries to acquire, convert, and retain customers. Users can connect customer data, surface powerful insights, and automate intelligent messages across email, SMS, social, and more. dotdigital is a global company with over 350 employees, serving companies of all sizes and in all verticals for over 20 years.