Radley trials geo-located messaging as it ramps up mobile drive
Radley is to test a new website offering for its mobile site that will push out geo-located messaging to consumers as they pass by one of its stores.
The new functionality comes as the brand looks to create a deeper understanding of its consumers. It follows a recent content personalisation drive on the Radley ecommerce site to deliver country and customer specific information,
"We’ve recently introduced Monetate which is a content personalisation tool and that works incredibly well in terms of tailoring the content we serve to customers," said Rowan Luckie head of ecommerce Radly, during her keynote presentation at the IMRG Fashion Connect conference in London earlier today (12 February).
"So you’ll see at the top [of the page] on the orange strip which serves our service messages, we can tailor the content to geo-located messaging. We’re just about to go into a test that if you’re near a store you’ll actually get a message about that store and about click and collect."
Throughout 2015, revealed Luckie, Radley will look to ramp up its personalised content offering, particularly to improve its understanding of international shoppers to increase ecommerce purchases.
"We are really starting to tailor banners, content and where we serve service messaging. These tiny tweaks have made a significant difference to our conversion rate," she added.
Earlier this week Radley, which has struggled over the last few years to maintain its traditional core audience of mature shoppers, announced that it saw turnover rise 13 per cent to £38.5 million in the year to April 30.
Creative director and founder Lowell Harder admitted the brand had "lost some of the fun" and announced that a new store concept will be rolled out to help sales grow further.