Australian fashion brand Forever New has utilised a unique technology in order to boost the values of their sales. The brand has implemented a recognition initiative which makes recommendations to online shoppers for items that they may like.
The recommendations are sorted by visual similarity, meaning customers will receive advertisements for products which have a similar aesthetic to the ones in their basket already. This could be based on styles, patterns and colours or silhouettes. The ‘You May Also Like’ feature saw a dramatic increase in sales revenue for the company. There was a 21 percent increase in average order value as well as a 135 percent rise in conversion. Additionally, the company observed that its full price items were more likely to be selected over their sale items, following the implementation of the recommendation scheme.
Carolyn Mackenzie, the MD for Forever New, released a statement expressing the immense difference this service has had on their operations. “In looking at the purchasing behaviour of our customers, we discovered they were often buying similar styles from the same category. Based on this, we sought to provide a more seamless online journey for our customers.”