Missguided looking to get even closer to its customers

Missguided says it is working towards the ultimate goal of "one-to-one customer targeting", with the company part the way through a personalisation strategy that it expects will continue to boost online conversion rates in the years ahead.

The fashion e-tailer has revealed that the work it has conducted to date, to help personalise its shopping service for customers, is already bearing fruit – with the business reining in some of its previously deployed mass marketing techniques.

Like many retailers, Missguided is now delving into its data pools to segment its customer base, with the company hoping it can encourage sales via more relevant web homepages or email campaigns. The retailer says that one key aspect of the process so far has been separating and offering content specific to each of its geographical websites.

Manchester-based Missguided is working alongside tech company, Monetate, to help personalise its offering. For example, by using the vendor's geo-targeting capabilities, it is now able to show winter coats and boots to UK website visitors but show shorts and sandals to those visiting the brand's Australian site.

Other findings from the work undertaken with Monetate include that 'celeb style' badging worked extremely well for US customers but was unsuccessful for those in France.

Leanne Fyffe, optimisation specialist at Missguided, commented: "We have a real passion for personalisation and are continuously seeing the value it adds to our business.

"As well as being able to offer our large, expanding customer base the best possible experience, we've also been able to use Monetate to set better business goals. We started out with just one team member using the platform but with a true personalisation strategy in place, we're starting to see benefits across the whole company."

Since working with Monetate, Missguided says its has boosted conversion rates and overall revenues.

Last month, it emerged that Missguided is looking to open its first physical store, in London's Westfield Stratford City mall. The move comes after the e-tailer recently established a concession presence in department store chain Selfridges in the UK and Nordstrom in the US.

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