Shop The Look
Overview
Optimized consumer experience and engagement on the Women’s Fashion Trends PLP through the "Shop the Look" carousel and cross-merchandising.
+20%
Improved Engagement: User-generated content (UGC) saw 20% CTR, proving that shoppers responded positively to real, relatable content.
+46%
UGC contributed to a +46% higher purchase rate for those who interacted with it, demonstrating its effectiveness in driving conversions.
+34%
The Women’s Fashion Trends PLP saw a +34% higher Full Price (FP) percentage compared to the Zipper Pack activation, indicating that shoppers were more inclined to purchase full-price items.
Higher Traffic & Lower Bounce Rates: During the Vintage Sports campaign, traffic to the Women’s Fashion Trends PLP was significantly higher compared to the previous. This showed that the content was more engaging and successfully captured shopper interest.
Effective Cross-Selling: There was a 49%, 51% product split between new collection items and cross-merchandised products (e.g., training socks) successfully encouraged consumers to explore other categories. This balance helped promote discovery of additional collections and contributed to higher overall sales volume.
Role
Led consumer journey, content strategy, and creative direction for the Women’s Fashion Trends PLP, focusing on cross-merchandising and integrating a UX mindset to enhance the user experience, simplify the shopping process, and drive conversion.
Approach
Developed Content Strategy & Consumer Journey: Analyzed shopper data to understand user interaction and flow. Improved the user experience by reducing friction and implementing a quick-add feature for products from campaign imagery, streamlining the shopping process.
Result
The enhancements led to a higher traffic volume and lower bounce rates during the Vintage Sports campaign compared to previous ones. The UGC resulted in a 20% CTR and a +46% purchase rate. Cross-merchandising strategies helped balance sales between new and complementary products, driving +34% higher full-price sales and increasing product views across categories.