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Vestua cracks 1:1 personalization for single piece inventory

The South American resale marketplace is successfully delivering 1:1 personalization and improved shopper experiences with Vue.ai.

The big picture

14%

increase in product page views for engaged users

60%

increase in sessions that explored more products due to recommendations in cart page

21%

increase in revenue contribution from the products page

The resale marketplace is seeing tremendous growth from a wave of shoppers looking at sustainable, conscious shopping as the future of shopping. Going green, however, does not mean compromising on their shopper experience.

Vestua’s USP is built around building a community of individuals invested in creating a sustainable wardrobe. They wanted to scale their customer-to-customer model to benefit the shoppers while improving engagement and retention.

Vestua started using Vue.ai’s personalization solution in 2019 to gain a 360-degree view of its customers and products. They also wanted to build on the trust they maintain with their shoppers and to deliver shopper experiences for every individual on the site while efficiently and effectively delivering 1:1 personalization solutions.

The need

A single-minded focus on building a sustainable means of shopping for South America has enabled Vestua to craft a marketplace that is today one of the biggest resale marketplaces in the region. The company has established an innovative business model focusing on customer-to-customer service and is looking to build efficiency into its operations while scaling up on experience and retention.

They wanted to invest in solutions to help users find products they’d like and consider resale a viable option. They were looking for solutions that:

understood the nature of the resale marketplace, i.e., every piece of inventory is unique and identifying similarity at the attribute level is critical

would provide recommendations on-site and off-site to keep shoppers engaged and improve retention

worked for every shopper on the site - and understood the intent, preference, and shopping profiles

would adjust in real-time to shopper interests—surfacing the most appropriate products for better product discovery

Vestua chose to work with Vue.ai since the solutions offered would fulfill their need to create an end-to-end personalized shopping experience while delivering engaging, and relevant recommendations tailored for every shopper on site.

Implementation

Vestua implemented Vue.ai recommendations across the site to ensure shoppers always see relevant recommendations throughout their shopping journey. Vestua also worked with Vue.ai to experiment with and implement solutions for the home page, alongside implementing Vue.ai's category page personalization solution to ease the discovery process and decrease users' time finding products. Pop-up recommendations on the product pages helped expose the catalog to the maximum possible degree while ensuring shoppers still found products within their Style Profiles.

Personalized recommendations across the site to have frequent touchpoints with the shopper

  • Vue.ai’s personalized recommendations across the site helped shoppers see products that matched their preferences and were in line with their Style Profile.
  • Within a month of implementing Vue.ai strategies, Vestua saw a 1.5x increase in product page views and a 2x increase in cart additions.
  • Visitors with >5 clicks on Vue.ai’s recommendations also had higher AOV and AOS than visitors without clicks on Vue.ai’s recommendations.

Personalization that starts at the home page to keep shoppers hooked right from the first page.

  • Vue.ai’s data showed that users engaging with home page modules convert 16x better.
  • The trending products module on the home page helped improve user longevity.
  • Adding a recently viewed module helped users enter their recent shopper journeys.

Category page personalization to boost product discovery and keep shoppers engaged

  • Analysis showed that 35% of all visitors tend to land on the category page and 75% scroll to the bottom.
  • The team provided Vestua’s group with a Similar Products pop-up carousel and Trending Products to keep shoppers engaged.
  • Implementing the Similar Products pop-up carousel improved product discovery by up to 14% between Vue.ai users pre- and post-module implementation.

Similar and Cross-Product recommendations on the product page to increase conversions and cart value

  • This recommendation helps shoppers visualize similar and complementary products while encouraging product discovery. It keeps the shopper interested even under conditions of product scarcity.
  • Similar and cross-product recommendations match shoppers' affinities to specific attributes and display products based on these attributes.
  • A potential increase in cart size is observed because of greater product visibility and the ability to visualize ensembles.

Recommendations on the cart page help cross-selling

  • Recommendations implemented here helped shoppers see product recommendations that complemented what they had added to their cart based on their style profiles and fashion rules.
  • The pop-up style recommendations, added to every product on the cart page, ensure the shopper remains on the page while browsing.
  • Recommendations based on users’ historical and real-time behavioral data keep them engaged and allow them to assess their cart and consider other products on the site.

Key takeaways

  • The resale markets cater to a generation of users who view shopping online and eCommerce portals as the norm rather than an exception. Engaging these new generations of shoppers and fulfilling their desires demands retailers to be ahead of them in how they position themselves, their brand, and their products online.
  • By building a community-driven, sustainable, and environmentally conscious resale marketplace, Vestua has placed the first set of blocks that can drive the resale industry's growth forward. By partnering with Vue.ai, the next stage has been implemented.
  • Gen-Z shoppers are powering the resale industry, and personalization helps meet their choices and demands. True 1:1 personalization can help deliver customized shopper journeys for every shopper by showing them exactly what they want, when they want, and where they want it. Data-backed solutions help make sense of shoppers' choices and intent. Strategies that deliver exceptional shopper experiences always provide the impetus for users to return to their favorite sites.