Radley plots personalised e-commerce drive to boost international reach
Handbag and accessories brand Radley is to tailor its e-commerce offering based on consumer location and behaviour as it looks to create better engagement with shoppers and boost its international reach.
Speaking to The Drum Rowan Luckie, head of e-commerce at the brand, which has recently inked a deal with cloud-based testing and targeting company Monetate, said it is looking to add “the next dimension” to its e-commerce offering as it becomes a greater focus for the business due to international interest.
“We recognise that there is growing demand from overseas markets but we’re still a relatively small team within the business, so in terms of making sure we optimise the resources that we have, we can’t build new websites for every territory. Monetate will help us tailor our content in terms of seeing where customers have come from.”
Radley will experiment with page layouts, colour palettes, buttons, positioning of banners and other elements to learn which deliver the best overall customer experience. It will also begin to push out product recommendations for customers based on their purchase history, an increasingly important requirement previously unavailable to Radley customers.
“Last year our growth rates were over and above that of the industry e-commerce standard and as a business we definitely see it as an opportunity to expand our retail portfolio,” she continued.
The recent addition of click and collect has also been successful for the brand, according to Luckie, and has grown to become “a reasonable proportion” of the e-commerce business.
Connecting the online/ offline experience is also becoming a key way to drive consumer loyalty as Radley looks to fuse data gathered both in store and via the website.
“We’ve been working to connect our customer databases as well. So we’re tying together our retail data from our stores to our web data and really trying to use that to drive insight into what the consumers is doing and what the consumer what’s, because we really see that by serving the customers’ needs, that’s where we’re really going to drive loyalty.”
Luckie added that Radley is set to offer “an exciting new product offering” to its portfolio of bags and accessories and said that the personalisation drive will help to push this across the 14 international markets that it operates.