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Purple Style Labs personalizes digital luxury

PSL's multi-designer platform Pernia's Pop-Up Shop achieves a 26.3% increase in user engagement rate by delivering recommendations with dynamic personalization.

The big picture

17%

of revenue directly attributable to Vue.ai

72%

Improvement in CTR with Vue.ai’s search page personalization widget in six months

26%

increase in user engagement rate

Changing shopper behavior has accelerated the luxury market's transition to an omnichannel system. Considered one of the more resilient industries, the metamorphosis of luxury fashion marketplaces into digital platforms has been swift.

Purple Style Labs was one of the early eCommerce retailers in this space and has consistently delivered a stellar shopping experience for their shoppers. To continue the customer-first tradition, they turned to Vue.ai to help deliver recommendation solutions that would help them create personalization for their shoppers - and help shoppers discover brands and enjoy a luxurious experience on their site effortlessly.

In less than a year, their multi-designer platform, Pernia's Pop-Up Shop, saw a 26.3% increase in user engagement rate with Vue.ai.

The need

PSL has built a digital luxury empire with a single-minded focus on delivering luxury most efficiently. Their USP has been amplifying the conversation around luxury brands while digitally improving their reach for them. Purple Style Labs famously focuses on translating luxury retail experiences online and delivering maximum value for shoppers through the entire shopper journey. 

To craft the best possible experiences for their shopper while providing solutions that would help every shopper find the right product at the right time, PSL required a solution that would:

Surface the right product for the right shopper, and at the right time

Deliver shopper journeys that provided value to the shopper at every touchpoint

Rapidly analyze, tweak, and deliver recommendation strategies across the site

This brought them to Vue.ai as the solutions offered would help them cater to every user on their site. The ability of the teams to work together and derive nuanced feedback on delivering engaging and relevant recommendations tailored to every shopper on the site was a significant advantage.

Implementation

Shopper data analyzed over time showed that shoppers coming to the site were looking for specific brands and had clear preferences on what they wanted from the store. They are also more likely to have particular likes in mind and be interested in other products with attributes similar to their choice. Recommendations were implemented with these shopper behaviors in mind and to address drop-offs in the conversion funnel with the right kind of personalization in the search pages.

Dynamically personalized similar products to ensure users saw the most relevant products through the shopper journey.

Shoppers looking for options who don't see a product they like lose interest and drop off.

To avoid this, Vue.ai boosted its similar product recommendations with dynamic personalization on product pages. This ensured that users saw a selection of products identical to the effect the shopper was viewing. With dynamic personalization, the recommendations matched the affinities and preferences displayed in the shopper's latest clicks and site activity.

Brand-based similar product recommendations to retain users who have clear brand preferences

The shoppers were more likely to continue their shopper journey and keep returning to the site if they knew they would find their preferred brands every time.

PSL’s team and Vue.ai’s team opted to have brand-based recommendations along with similar products on the product page. Vue.ai’s Similar Products help expose more products within the same brand to the shopper.

Brand-based Similar Product recommendations have improved revenue
contributed from modules on the product detail page by 75%

Search page personalization to reduce drop-offs and improve product discovery.

The customer used Vue.ai to implement recommendations like those recently viewed on the search page that gave the customers the option of jumping back into their journey. This strategy helped increase click-through rate and revenue contribution from the search page resulting in close to a 72% increase in click-through rate in the first six months of implementation.

Vue.ai’s recommendations on the search results page help shoppers discover trending products they want. An increase in click-through rate is indicative of shoppers using the widget.

Key Takeaways

  • In the new decade, customer experience will be defined not by individual touchpoints or transactions but by end-to-end journeys that help build meaningful relationships with the shopper. Retailers like Vue.ai customers looking to develop the eCommerce portals of the future today are looking at personalizing the entire shopper journey on and off the site.
  • To achieve this and to deliver experiences that are aware of shoppers' mindsets, intents, and preferences, the customer looked to Vue.ai. True personalization can help deliver journeys for every single shopper every time and has a 360-degree view of the shopper and product to make the entire site experience memorable and valuable. With a dynamic personalization solution and a recommendation engine that can be tweaked to analyze and implement solutions based on data, every shopper on the site is ready to step in and step out with an experience rivaling brick-and-mortar luxury stores.