River Island picks Maxymiser to drive cross-channel business revenue
River Island has picked Maxymiser to boost its understanding of its customers’ cross-channel behaviours with the view to increasing incremental business revenue.
The retailer ships to more than 100 countries globally via its transactional website, and is now turning its sights to streamlining the customer experience across channels and devices on which it is present, to boost incremental revenue.
River Island e-commerce development manager Helen Colclough 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 run some initial usability testing, but the results were not helping to drive "strategic decision-making" and therefore highlighted the importance of finding a strategic optimisation partner and a flexible UX solution.
“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,” said Colclough.
River Island’s initial campaigns will inform the rest of its optimisation roadmap, with the first wave of activity focusing on the main site. The retailer will also work with Maxymiser to streamline its new responsive design-based mobile and tablet sites and its international sites.
“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,” she added.
River Island has 100 stores globally.