Improving luxury e-Commerce metrics with a visual experience

Fashionette

Fashionette is a German-based luxury e-Commerce retailer for high-end handbags, jewelry, watches, and fashion accessories. They sell throughout Europe and service an average of 1M+ monthly visitors.

Like most online retailers, Fashionette wanted to give customers an easy, clear way for their customers to actually see themselves with a piece of jewelry or handbag — without relying on a high-cost model lifestyle photography process.  Fashionette also needed a scalable solution – one that could be applied to 10,000+ product SKUs on not just the primary German-based website, but also half a dozen other countries with high website traffic and the same SKU count.

Fashionette Lift in Conversion

Challenge

Luxury e-Commerce always faces the same problem — creating an experience special enough to convert shoppers to buyers. Without the ability to walk into a shop and throw a few bags over their shoulders to see how they fit and what they fit inside, customers aren’t sure if they are buying a new favorite accessory or something they’ll have to return.

Fashionette is incredibly data-driven, even for the world of e-Commerce, and as such, knew exactly where their customers were experiencing uncertainty – and what that uncertainty was costing them.  Fashionette had several core pain points that they knew their customers were experiencing:

Fashionette sells in large volumes. While a boutique may be able to address those questions with custom photography for each item, Fashionette needed to improve the customer shopping experience while still keeping it easy to add new inventory.  It wasn’t realistic to bring in models to pose with each product, but the company still needed to show customers’ size and scale in a real-life way.

Enter Tangiblee

Having seen an interesting experience on a competitor’s website, Fashionette approached Tangiblee wanting to learn more about the software solution.  More importantly, Fashionette wanted to know if Tangiblee could actually address – quickly & effectively –  the pain points in their customer journey.

Implementation delivered in days

“Tangiblee has an extremely low integration footprint."

“We didn’t need to do too much coding, they [Tangiblee] were able to crawl our pages and scrape the images and dimension data to build the whole model [and experience]…” –Matt Kirton Head of Shop Management, Fashionette

Fashionette Tangiblee Lift in RPV
Proving Value

As for proving Tangiblee’s effectiveness, the only way to know for certain that the software service was addressing customer pain points directly was by closely monitoring several core metrics. Fashionette had a list of the KPIs that needed to be addressed. It was up to Tangiblee to prove value with these metrics:

In a numbers-obsessed organization like Fashionette, Tangiblee had to deliver not just the KPIs, but also the kind of reporting that would identify what’s next. Fashionette wanted granular reporting and analytics built around their specific operational processes.

They needed Tangiblee to create a custom report that did more than just show how their customers were engaging with Tangiblee’s tool — Fashionette wanted the data broken down to show a more granular attribution report. Tangiblee dove in and quickly created a custom attribution report for Fashionette, and still, Tangiblee was able to show significant lift to Fashionette’s CVR & RPV despite the report’s complexity.

Fashionette continues to meet monthly with Tangiblee to review custom & standard reports as well as collaborate on what can make the experience even better for its customers.

Results

The partnership between Tangiblee and Fashionette started with a three-month trial period. To continue even having a conversation, Fashionette needed to see that Tangiblee could add value — and quickly. “Because of the transparency of Tangiblee in their reporting,” Fashionette Head of Shop Management Matt Kirton says.

"There was a clear positive revenue impact from adding [Tangiblee]."

What's Next

The two companies are able to have open discussions about Fashionette’s changing goals so Tangiblee can swiftly build the features to support them. From reporting dashboards to model sizing, they’ve collaborated on features that improve Fashionette’s bottom line and widen Tangiblee’s offerings to other clients.

“One thing that continues to impress me is how quick Tangiblee are to respond to requests,” Kirton says. “It’s a partnership more than just a vendor relationship.”

Such transparency made Matt and his team wonder if they could build on that trust with Tangiblee to work on creating new features and new ideas.

By quickly clearing the bar of increasing revenue, Tangiblee has been able to work with Fashionette on solving more interesting questions. The teams meet monthly to review the KPIs and discuss analytics, looking for insight into what should be the next areas of growth. As Fashionette has grown, so has its needs.