Then Revolve goes a step further, integrating highlights from its social media feed - stocked with images from thousands of influencers - under the banner “I the ‘Gram.” Marrying People Power With Technology That way, the customer doesn’t need to browse the whole site to find the newest, most relevant items. When a new item comes in that a particular customer might like, that item goes right to the shop. Once Revolve understands a customer’s taste, it makes sure each curated shop stays up to date. These shops are initially stocked using collaborative filtering, with items displayed under banners such as “complete the look” and “similar items” as well as “recommended for you.” One of the unexpected ways Revolve uses recommendation algorithms is to create and stock curated shops for each individual customer. And Revolve has integrated its various platforms so that customers never feel lost or lose track of items they find crave-worthy. Revolve’s mobile app is one of the most impressive shopping apps out there, combining content, commerce and inspiration. Then it combines those recommendations with a cheery, breezy tone to make them friendlier and less robotic. Revolve takes advantage of a carefully thought-out recommendation strategy. But many of the tactics that Revolve uses to create a personalized customer experience can be used by any retail marketer. Its technology was built for personalization from Day One. Revolve has all the advantages of a digitally native brand: It’s not paying mall owners for retail space, nor does it have a corps of in-person store associates. The Index ranks 100 retail brands according to how well they use data to personalize and connect the customer experience across email, site, and mobile. And Revolve’s comprehensive multichannel personalization strategy has landed it at number 13 on Sailthru’s third annual Retail Personalization Index. Revolve has been doing this since 2003, when most fashion brands were barely aware of the power of personalization.Ĭlearly, it’s working: Revolve’s June initial public offering finished its first day at 89 percent above its opening price, making it the third best-performing IPO of the year at the time it went public. Michael Mente, Revolve’s cofounder and co-chief executive officer, has said personalization is driven by “data from analysis of thousands of styles, dozens of attributes per style,” combined with data gleaned from customer interactions. The company combines the inspirational gloss of thousands of social media influencers with the power of deep and sustained omnichannel personalization. As such, Revolve has embraced scale at every level of its business, confident that such size will lead to efficiencies. Revolve is as much a tech company as it is a fashion company. How, in such an overwhelming sea of inventory, is a shopper supposed to find the perfect party dress by Saturday? The answer lies in data. Revolve works with more than 3,000 clothing brands and offers about 1,000 new items for sale every week.
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