Online, our short term goal is to optimize our website to be as attractive, fast, user-friendly, and high-converting as possible. We regard it as our flagship store. Our long term goal is for our website to be not just that, but also the hub of all our operations, including showroom, b2b, post-purchase operations, etc. We aim for silkandcashmere.com to generate ¼ of our entire revenue by 2021.
Challenges and Concerns
Our main problem was being unable to use our extensive and valuable offline data to increase our online conversions. As we had over a decade of sales data from 30-plus stores on our ERP, not being able to use this data meant that we were not really unlocking the true potential of our recommendation and merchandising mechanisms online. This in turn had a major effect on our conversion, keeping it far below what it could actually be.
We were looking for a dependable, high-capacity partner that would help increase our revenue without creating additional programming costs. Our concerns were mainly price, customer service, capability, and experience.
We heard about Segmentify through our digital marketing agency at the time, and chose to work with them after a successful trial period.
The initial implementation was fast. After we validated the data, we were able to measure the actual uplift and make a decision. The personal attention of Mr. Soysal, Segmentify’s co-founder, during this stage was of critical importance to us.
The only challenge was validating the data perfectly, making sure that both sides are measuring the same thing, with the same units. After we were able to do this (with Mr. Soysal’s help, as mentioned above) the only challenge was our constant struggle to develop and improve our system. Segmentify was, and continued, to be very helpful during this process.
Achieved with Segmentify
By integrating the data of 30-plus offline stores into its engine, Segmentify was able to improve our recommendations, hence solving our problem.
As I mentioned earlier, as a quarter-century old brand, we had vast offline data accumulated over the years that was very valuable in terms of customer preferences and shopping habits. Incorporating this offline data into our website visitors’ experiences had a very uplifting effect on conversions. They also helped us speed up many processes, such as banner changes, which created time and cost savings for us.
Beyond my statements above, Segmentify also allowed us to easily add visual/sales components like discount labels and personalized pages for our customers that greatly improved our site and conversion. By continuing down this path we trust that we will achieve both our short and long term goals.
Most Liked about Segmentify
The personalization component has been my favorite part of Segmentify so far, and I look forward to all new developments in this area.