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Missguided boosts sales with social proof software

Digital-first fashion retailer Missguided is using social proof software on each of its 11 international websites, and has further plans to leverage the technology as it continues to grow its business.

The tech team at the rapidly growing online business, which also has two stores and a burgeoning wholesale arm, has talked up the use of the software, saying it has driven revenue and brought multiple service benefits to its customers.

Provided by Taggstar, the solution collects, aggregates and displays international browsing and buying trends, giving Missguided customers an opportunity to benchmark their purchases against real-time demand using the latest shopper feedback.

Chief technology officer at Missguided, John Allen, acknowledged the software’s ease of integration, while head of eCommerce Mark Leach estimated its implementation had added “millions in revenue”.

Taggstar said its solution, which generates online call to actions for shoppers such as “15 others have bought this in the last 24 hours” or “Super hot! 86 purchases in the last 48 hours”, help develop a fear of missing out (FOMO) among customers. This tactic, the company added, stimulates additional consumer interest in top-selling products.

In addition to Missguided, the solution provider has worked with Argos, House of Fraser and Shop Direct in the retail space. It also operates in the travel sector, with TUI and First Choice on its list of clients.

While Missguided uses the technology to deliver incentive messages to those using its websites, the data the solution collects about international buying behaviour could also be used to support the retailer’s stock inventory, future buying and merchandising.

Missguided hasn’t announced the exact commercial benefit of using the technology, but it continues to view social media as a key component in its pursuit of sales growth. 

There is speculation that Missguided will be one of a number of new digitally-minded retailers to float on the stock market in 2018.

In its most recently filed accounts Missguided said total turnover for the 2016-17 financial year rose by 75.6% to £205.8 million. Investment in warehousing, websites, technology, logistics and infrastructure saw the business post an operating loss of £1.45 million.

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