Boden increases trouser sales by 160 percent with IBM Coremetrics

Published on 15-Jan-2012

"We wish we could ask our customers, ‘How can we make our website work better for you?’ but it would be impossible to canvass all of them! Now we are improving the website simply by watch-ing our visitors walk around the store. It’s like turning the lights on." - Online Manager, Boden UK

Customer:
Boden

Industry:
Retail

Deployment country:
United Kingdom

Solution:
EMM - Digital Marketing Optimization, Smarter Commerce, Smarter Marketing

Overview

Boden is one of the fastest growing direct order companies in the United Kingdom and the United States. Founded in 1991 by Johnnie Boden, the company quickly filled a gap in the UK market for competitively priced, well-made clothes designed with a sense of style and delivered directly to your door.

Business need:
Boden wanted to understand the effectiveness of newly launched tools designed to direct customers to specialized areas within the website to ease product selection.

Solution:
IBM® Coremetrics® profile mining and LIVEview reports, Boden was able to determine whether visitors using the newly launched tools were more likely to purchase the products shown on its website.

Benefits:
Boden increased its trouser sales by 160 percent by improving the user experience.

Case Study

Boden is one of the fastest growing direct order companies in the United Kingdom and the United States. Founded in 1991 by Johnnie Boden, the company quickly filled a gap in the UK market for competitively priced, well-made clothes designed with a sense of style and delivered directly to your door.

Challenge
When Boden introduced a host of new features to its online store, an emphasis was placed on improving the overall customer experience. The challenge was to evaluate the impact of each new feature individually to understand its contribution to overall online sales. Two of these features,the Boden Shop by Trouser Fit tool and the Boden New Arrivals section,proved their value based on analysis conducted in IBM Digital Analytics. Hence, both tools were prioritized for additional investment The Shop by Trouser Fit tool, along with the New Arrivals section, were created in order to direct users to a specialized area for easier product selection. These features stood out in the initial review of the site as popular customer initiatives. With the autumn range launch approaching, Boden wanted to know if the newly launched features had increased the sales of trousers or if the New Arrivals area sold more in comparison to its prelaunch sales. The company also wanted to evaluate the online sales results and do a comparison with its offline sales figures.

Solution
Using Coremetrics profile mining and LIVEview reports, Boden was able to understand whether visitors who used the two new tools were more likely to purchase online. By comparing online and offline product sales several weeks before and after the launch, Boden was able to obtain a complete picture of its multichannel sales efforts. Moreover, it was able to identify which trouser types and new styles customers viewed and purchased. Analysis showed that the most popular products on the Boden website were positioned low on the page, motivating the company to redesign the web page. This redesign resulted in increased product views and conversions. Coremetrics click stream analysis allowed Boden to understand how its visitors navigated through the site from the Shop by Trouser Fit tool results pages and establish how their navigational behavior differed from other visitors. The study of the visitor navigating through the website highlighted the true benefit of the new features developed by Boden for its online store.

Results
The Shop by Trouser Fit tool proved to have a profound effect on sales,with a massive 160 percent increase in trouser orders on the website after its launch. The new feature helped Boden sell an average of 11 percent more trousers online than through its call centers or physical stores in following weeks. This increase in sales is a particularly impressive turn-around considering the website previously sold the fewest trousers in comparison to all the other channels. Boden also learned that 22 percent of items purchased after visiting the Shop by Trouser Fit page were trousers. This conversion rate was a much higher average than users who had visited individual trouser product pages. Clearly, grouping the styles together helped reduce the hesitation some customers felt when buying trousers online.

Boden also discovered that the New Arrivals section had influenced 16 percent of total site sales. Clickstream analysis revealed that customers used the page as a base to explore products in the men’s, women’s, girl’s and boy’s sections, and returned frequently for comparisons against new products. Users continued this behavior long after the new arrivals ceased to be relevant, indicating to the Boden team the potential value of refreshed content on these pages.

The analysis concluded with a commitment to improve both sections of the website and promote the features more fully in the new season launch.

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Digital Analytics

Legal Information

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