Fashion brand Diane von Furstenberg (DVF) attributes an uptick in its ecommerce revenue to an online personalization effort.
The company redesigned its website, then deployed Qubit Pro to drive basket reminders, user-specific offers and improved email collection experiences, based on behavior and intent, it says.
Bag reminders drove revenue and personalized offers led to a 20% conversion rate. In addition, the firm now attributes 11% of its revenue to the personalization effort.
The firm also deployed Qubit Aura, an AI-powered product tool that curates experiences for visitors to the brand’s mobile website
AI is the only way brands can deliver meaningful mobile experiences, given the hundreds of products available, the small screens and limited attention spans, Qubit contends.
Mobile accounts for over 50% of DVF’s traffic, but it generates less than 50% of the revenue. However, Von Furstenberg has increased mobile conversion by four times, with Qubit Aura, it says.
The luxury industry has seen “a major shift towards ecommerce, with 40 percent of purchases now influenced by online content,” states Felipe Araujo, senior director of ecommerce for DVF.
Araujo adds that “luxury brands defined themselves by an exclusive in-store experience,” but have since changed focus. The need to continually update the online experience led to this effort.