Dress The Population breaks the personalization speed record – going live in just one day and reaching significant results in 72 hours  

UNIQUE INSIGHT: Thinking that recommendation algorithms need months of learning before being effective, merchants are slow to ramp up the number of recommendations on their sites. By starting with 13 different recommendations all at once, Dress The Population has unleashed the power of personalized recommendation technology and achieved significant new revenue growth within just a few days.

Dress The Population story.

Founded in 2011, Dress the Population set out to make quality, luxurious clothing attainable on their mission to empower women to look and feel their best for all of life’s memorable occasions.

With an extensive assortment of luxury garments at attainable prices, including classic, sophisticated cocktail dresses, beautiful sequins jumpsuits and dresses, statement-making evening gowns, a bridal collection and more, consider Dress The Population your go-to brand for any event you want to feel confident, be noticed, and leave a lasting impression.

Before

Dress The Population achieved great success selling its products to high-end luxury retailers, namely Neiman Marcus and Nordstrom, inspiring the brand to launch its own direct-to-consumer online channel.

CHALLENGE

From their retail success, Dress The Population knew that they had beautifully designed and appropriately priced products sought after by a wide range of customers. However, selling the same products online proved to be more challenging than expected.

Reflecting on their ‘brick-and-mortar’ retail success, the Dress the Population team recognized that department store sales and brand associates are instrumental in recommending their products to potential buyers.

It became apparent that their ecommerce site needed the online equivalent of brick-and-mortar associates to help web shoppers discover the right products.

Unfortunately, many merchants – Dress The Population included –  have limited ability to act upon and effectively solve this problem:

  • no resources to implement the technology
  • little to no experience using such a solution effectively
  • low risk tolerance for time to ROI

After

Obviyo was introduced to the Dress The Population team by Imagination Media, their digital agency and an active collaborator in the initiative.

Obviyo Recommend, a product recommendation app for Shopify, is powered by the same algorithms that are driving personalized product recommendations on Amazon.

These algorithms have the unique ability to detect and adapt to visitor actions in real time, essential to unlocking the revenue potential of new visitors unfamiliar with a brand.

SOLUTION

Obviyo Recommend is designed to overcome common limitations that prevent online merchants from adopting personalized product recommendations.

The solution comes in the form of a large library of Growth Bots. Ready-to-go intelligent content components that blend branded content with personalized product recommendations. The goal is to help different visitors at different stages of the buying journey find products of interest.

Within 24 hours, the Obviyo team had activated 13 different Growth Bots, each using a different personalized recommendation strategy. The quick go-live turnaround time was made possible with Obviyo Recommend’s templated bots and visual-enabled provisioning and styling.

Once the Growth Bots were live, the algorithms took over to rapidly learn and adapt to live visitor behavior, producing significant results within days.

Results

Time period: 14 days

REVENUE INFLUENCED

Revenue influenced represents personalization assisted sales where a visitor engaged (clicked) with at least one recommended product.

CONVERSION LIFT

Conversion lift is calculated based on the starting and end point of the conversion rate trend line (a dotted line on the chart).

REVENUE PER VISIT DIFFERENCE

Revenue per visit difference measures the relevancy of personalized recommendations by comparing results of two cohorts: visitors who engaged with recommendations and those who did not.

VISITS INFLUENCED

Visits influenced represent a percentage of all visits where a visitor engaged with at least one personalized recommendation – higher the number the more revenue influenced and more net new revenue generated.

UNIQUE INSIGHT

Thinking that recommendation algorithms need months of learning before being effective, merchants are slow to ramp up the number of recommendations on their sites.

By starting with 13 different recommendations all at once, Dress The Population has unleashed the power of personalized recommendation technology and achieved a significant new revenue growth within a few days.

MERCHANT VALUE

With Obviyo’s Growth Bots, this brand is dramatically improving product discovery experience on their site.

As a result, they’re significantly increasing revenue-per-visit (RPV) of visitors who are engaging with Growth Bots and overall net new revenues.

“Obviyo Recommend has exceeded my expectations. We went live a day after our first meeting and I have seen a very significant results within 72 hours. From watching a day to day progress I can see how algorithms are continually learning and improving results in real time.”

– Shoshana Ritzle , VP Marketing and Creative