Monetatehas been selected by Radley, the UK’s leading premium handbag and
accessories brand, to help boost conversions on its UK and international
websites. Utilising Monetate Interact, Radley hopes to more directly engage
with consumers by tailoring website experiences based on their location, device
and previous visits.
Radley decided to move from its existing provider to Monetate
because of the platform’s ability to run a larger number of concurrent tests
across UK and international websites. This increased range and frequency of
testing allows the retailer to dramatically increase the speed at which its
e-commerce sites adjust to the demands and preferences of customers.
Critical to Radley’s selection of Monetate was its close working relationship with multi-channel marketing
automation specialists, RedEye, an agency that provides Radley with strategic
marketing and testing support.
“With the brand’s consumer base broadening it is critical that we
can adapt the user experience and the delivery of targeted content to maximoise
our conversion rates and continue the strong growth we are creating with our
Ecom channel”, said Rowan Luckie, Head of Ecommerce at Radley. “With plans to
launch an exciting new range in early 2015 it is important that we have the
best possible platform to showcase our new ranges of products and enhance the
end user experience.”
Luckie continues, “Monetate’s technology paired with the support
we receive from Redeye, gives our small ecommerce team the ability to maximise
our efficiency, automatically identify customer segments and serve tailored
content to each segment based on their preferences – all without increasing the
team’s workload.”
The London-based British retailer will use Monetate’s technology
to experiment with page layouts, colour palettes, buttons, positioning of
banners and many other elements to learn which deliver the best overall
customer experience. It also allows the inclusion of product recommendations
for customers based on their purchase history, an increasingly important
requirement previously unavailable to Radley customers. Monetate’s technology
will help to provide customers from
different countries with the information most appropriate to them, enabling
Radley to give each customer a more personalised experience.
“We are very excited to work with a UK brand that is recognised
across the globe at such an important stage in its development as a business,”
said Mike Harris, Vice President of International, Monetate. “Monetate’s
technology will allow Radley to deliver greater consistency across all channels
as a brand and focus precisely on what their customers want.”
With products being shipped to 47 countries, Radley also intends
to use Monetate’s technology to optimise itsinternational sites to
tailor offerings for even more countries by using personalisation technology to
deploy test pages in multiple languages without the need to create an entirely
new website.
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