Skinnydip London has seen a boost in sales of its phone accessories, clothing, and lifestyle products since pivoting entirely online during the pandemic.
In a statement released today, the company says that its introduction of automated merchandising and A/B testing technology has greatly improved performance and delivered a 16 per cent increase in average visit value. While its eCommerce sales conversion rate is up 15 per cent.
With its network of UK shops and retail concessions closed due to lockdown restrictions, the retail brand says it saw the shift online in 2020 as both ‘an opportunity and a challenge’. Around 90 per cent of its eCommerce traffic comes through mobile.
It invested in an eCommerce category merchandising solution from Nosto to optimise the way it displays and ranks products online. Moving away from relying on traditional ‘gut feeling and guesswork’, the software uses data and machine learning algorithms to drive decisions and ensure more personalisation for customers.
Nosto’s A/B testing tools have also proved useful in maximising Skinnydip London’s online revenues. One of their tests, whereby non-discounted beauty products were prioritised on the page (rather than appearing in a mix alongside new and best-selling products), resulted in a 36 per cent higher conversion rate. A similar test on phone cases and accessories saw a 35 per cent higher conversion rate, with a 38 per cent increase in click-throughs.
Meghan Lewis, head of eCommerce at Skinnydip London, said: “Our previous merchandising was done through intuition and what ‘looked good’. For example, there are tons of products in our collections that work really well as add-ons, but someone manually merchandising might rank them much lower on the category page.
“Category merchandising was profitable in less than a month. It’s definitely a significant revenue and growth driver for us. It also helps to take things off the never-ending to-do-list so we can focus on meeting our growth objectives.
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