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January 24, 2014

How tech is helping River Island to understand its customers

It can now gain a true understanding of how customers flow through its website and the purchase funnel.

By Duncan Macrae

British high street fashion brand, River Island, has selected Maxymiser to improve understanding of its customer’s cross-channel behaviour to positively impact the bottom line performance of the business.

The clothes retailer has nearly 300 stores across the UK, Ireland and internationally throughout Asia, the Middle East and Europe. With more 60 years of retailing experience, River Island’s transactional website which ships to over 100 countries worldwide. As the brand’s reputation and popularity has expanded internationally, it is vital for River Island to embark on an optimisation journey to ensure the customer experience is in line with expectation across platforms and customer segments in order to ultimately drive incremental revenue.

Helen Colclough, eCommerce development manager, River Island, said: "An optimisation programme is the only real way that you get to understand what your customers are doing. You gain a certain amount of insight through website feedback surveys and analytics but actually consumers do a lot of things without realising they do them. With Maxymiser, we will be able to gain a true understanding of how customers flow through the website and the purchase funnel, for example, and ensure that their website experience is optimised accordingly."

Prior to working with Maxymiser, River Island had undertaken some initial usability testing. However, the results that the brand wa achieving were not driving strategic decision-making and therefore highlighted the importance of finding a strategic optimisation partner and a flexible, fast-paced, expert UX solution.

Colclough said: "During any iterative design process you seek to innovate, apply ideas, validate them and incorporate customer behavior and data and this was a key focus for us.

"It was the combination of Maxymiser’s data driven approach, single focus on optimisation and retail specific expertise that led us to choose them as our optimisation partner. We are excited to get the campaign underway and evolve our website based on facts to best serve our customers."

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River Island’s initial campaigns will inform the rest of its optimisation roadmap. Although the initial campaigns with Maxymiser will focus on its main .com site, River Island will be using Maxymiser to optimise the newly re-designed responsive mobile and tablet and across its international sites.

Colclough added: "The team at Maxymiser has been extremely helpful from the outset and are really helping us to drive the initial optimisation campaigns. Ultimately our goal is to increase conversion and incremental revenue but there is also the insight itself. Even if we make no ROI from the initial campaigns that we conduct, there is huge value in validating, or indeed disproving certain business hypotheses.

"We will still be closer to understanding what our customers are doing, how they behave across different devices and channels, and in different geographies. Fundamentally, it’s about understanding what different types of customer want from their online experience and using that to inform business strategy. We are looking forward to building an optimisation strategy that is ‘business as usual’ as well as a long term relationship with Maxymiser that delivers some great results both for us and our customers"

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