Fashion Brand, Princess Polly, Drives 66% Boost in Post-Click Purchases from Petite Size Fashion Shoppers using Personalized Homepage Content
Shoppers who interact with AI-powered product recommendations are 2x as likely to purchase with a 21% higher order value
NEW YORK and LONDON (October 11, 2024) Princess Polly is seeing a 66% increase in online sales from Petite size fashion shoppers – and a 61% increase from Tall size shoppers – when they click on a personalized home page category menu that targets people with an affinity for those clothing sizes. This displays personalized menu bubbles that allow shoppers to click through to dedicated category pages for the company’s Tall or Petite collections.
This is just one of the ways in which Princess Polly is using Nosto, the intelligent commerce experience platform, to deliver personalized shopping experiences. Nosto allows the brand to automatically segment visitors based on their online browsing and shopping behavior, including their size, color, and product affinities.
“The Petite and Tall category bubbles we deliver through Nosto are great for discoverability, since we’re always adding new sizes to our catalog,” said Melanie Huang — UX Ecommerce Manager at Princess Polly. “And they’re only displayed to visitors who have shown an interest in those clothing sizes.”
Princess Polly was founded in Australia and now sells its fashion globally, including in the USA, UK, and Europe, with a mission to make on-trend sustainable fashion available to everyone.
AI-powered product recommendations lift conversion rates
The brand is also benefiting from using a variety of Nosto’s personalized product recommendations that use AI-based machine learning algorithms. Shoppers who interact with the recommendations are 2x more likely to make a purchase, with a 21.6% higher average order value, and 2.5x higher average visit value (AVV).
On every product detail page, for example, Princess Polly is using Nosto to display a ‘similar styles’ product recommendations module that shows visitors other items that are similar to the item they are viewing. If they are looking at a blue mini dress, they are shown other blue mini dresses in a similar style.
Using Nosto’s AI machine learning based ‘cross-sell algorithm’, the recommendations take account of what else other customers who viewed the same product have also viewed or purchased, while filtering for product color and style. Only items that are in-stock in the shopper’s preferred size are included (providing they have shown an interest in a particular size).
Claire Miller, Princess Polly’s Ecommerce Manager said: “We have thousands of products in our catalog and when customers land on our site we want to make sure we serve the right products to them. We’re constantly trying to meet customers where they are to give them a familiar, easy shopping experience and Nosto plays a huge role in that.”
Out-of-stock recommendations boost sales
The similar styles product recommendations are also used whenever a shopper lands on a product detail page and finds that their size is out of stock. If they sign-up to be notified when that item becomes available, they are automatically shown a pop-out window of recommendations showing other products in their size with a similar color and style. Since going live earlier this year, this campaign has helped to boost Princess Polly’s revenue from product recommendations on product detail pages by 2.8% .
“Instead of bouncing off the site after signing up to be notified about an out-of-stock product, shoppers can continue shopping with items that are similar to what they were looking for, providing a more seamless shopping journey,” said Claire Miller. “It’s a way of avoiding a disjointed shopping experience.”
Exit intent pop-ups contribute to revenue uptick
To encourage purchases from first-time visitors specifically, Princess Polly is using Nosto to drive a campaign that triggers a personalized pop-up with a 10% off discount code if it looks like a new visitor is about to exit without making a purchase. This contributed to a 2.5% increase in sales in the month following its launch.
The pop-ups are personalized with images tailored to whether the visitor has shown an interest in either dresses or tops (otherwise a generic image is shown). And Nosto’s segmentation and personalization tech ensures that the pop-ups are only shown to first-time visitors who have viewed at least 2 pages – which is a good indicator of purchase intent.
Check-out mini cart recommendations achieve higher conversion rates
On its mini-cart, Princess Polly has previously focused on a product recommendation that shows a single accessory which can trigger a quick, easy purchase decision. The company has avoided recommending items that could disrupt the purchase process or lead to an abandoned cart by driving shoppers back to product detail pages to choose sizes and colors, for example.
However, with the help of A/B testing through Nosto, the company has been able to test and develop product recommendations that are effective at showing shoppers a pop-out summary of product detail pages which allow them to choose sizes and colors, without leaving the mini cart. These contain ‘recently viewed’ recommendations that seek to increase order value by providing a final reminder of products that shoppers might have browsed while on-site. The result is a very effective product recommendation feature that has a conversion rate that’s more than 2x higher than the site average.
Claire Miller said: “We are always willing to try out new things and because Nosto offers us that data and A/B testing functionality – it’s very easy to do.”
Melanie Huang added: “The Nosto team has always been super available and eager to help us find solutions to things that might not have an easy work around. It feels like Nosto is an extension to our team.”
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About Nosto
Nosto is the intelligent Commerce Experience Platform (CXP) that gives brands intuitively designed tools to increase their online revenue through end-to-end commerce experience management. With experience.AI™, Nosto helps brands enrich and connect customer, product, and content data in real-time so they can action it across their site and deliver personalized and authentic online experiences. Nosto supports intelligent commerce experiences for more than 1,500 brands in over 100 countries, including Kylie Cosmetics, O’Neil, New Era, Raddison, Marc Jacobs, Virgin Australia, Belstaff, The Travel Corporation, Dermalogica, FIGS, Disney, SikSilk, and Todd Snyder.
