"Target2Sell has allowed us to better understand our customers and respond with greater finesse to their expectations. The result: + 16.5% of the conversion rate during the sales period! ", says Emmanuelle Leonardi, Head of e-Merchandising for ETAM.
ETAM, the French lingerie and ready-to-wear inspirational brand present in 60 countries, has chosen to enrich its etam.com site, based on Salesforce Commerce Cloud, with an advanced customization experience based on the Target2Sell AI. By combining its business expertise, the strength of its e-commerce platform and Target2Sell's patented technology, ETAM has measured a 12% increase in the conversion rate over several months, and up to + 16.5% during the sales period. .
In a process of continuous improvement of the performances of its site, ETAM is at the forefront of data-driven marketing. Digital teams and e-merchandising work hand-in-hand in a Test & Learn approach to customer experience, to facilitate the conversion and satisfaction of a demanding clientele.
Main lever of the conversion: the customization of the categories pages
One of the major levers for conversion on merchant sites is the customization of the category pages. On the ETAM website, 70% of visitors arrive directly on a category page. The feedback of the right products at the top of the page for each customer is therefore a crucial issue for commercial performance.
The Salesforce Commerce Cloud (SFCC) platform natively offers sorting rules by category – called "Sorting Rules". ETAM initially optimized these rules on the basis of cocktails taking into account criteria such as the sales performance and the sizes available in stock.
In order to go further, ETAM turned to Target2Sell. Target2Sell offers indeed a unique and patented technology of Sorting Custom category pages.
Merchants often make global analyzes, while the expectations of visitors are not all the same. For example, a loyal customer does not have the same needs as a visitor from Google Shopping.
For ETAM, to know its visitors well is essential:
What interests them really?
Which products trigger a purchase?
To be closer to customer needs, one of the solutions is "analyze by customer segmentExplains Emmanuelle Leonardi, Head of e-Merchandising at ETAM.
Target2Sell's technology is based on AI: Target2Sell calculates, for each customer, about twenty indicators, based on the navigation and purchases of each: sensitivity to price, novelty, promotions, recency visits … These indicators are then used by the Target2Sell solution to group customers into a dozen different segments. Finally, Target2Sell associates with each segment and each category an optimal order of display of the products.
This technology integrates natively with Salesforce Commerce Cloud. The integration is very fast and makes it possible to overcome the problems of cache, without any flickering effect, for a perfect customer experience.
ETAM has launched an A / B test with 50% of the population exposed to the Target2Sell custom segments over a 6-month period. ETAM measured comparative performance via their own analytics tool (Google Analytics).
ETAM and Target2Sell worked in partnership to optimize the AI engine and analyze the results. The teams synchronized weekly to analyze the main performance indicators and to make possible optimizations.
Some data was added during the project:
Powering the AI engine with store sales: 30% of web visitors will then buy directly in stores – so this is crucial for AI.
Integrate the availability of sizes in the calculation of the scores taking into account in particular those which are the most requested.
+ 14% of turnover for ETAM
On average over the test period, ETAM measured a 14% increase in turnover and a 12% increase in the conversion rate.
On the summer sales, the improvement of the conversion rate has even increased to 16.5% on a considerable volume of sales.
These results have proven that Target2Sell's Custom Sorting adds real value to the Salesforce Commerce Cloud platform.
The alliance of the power of the Salesforce Commerce Cloud platform, the Target2Sell customization AI and the expertise of the ETAM teams has proved to be the perfect combination to optimize the performance of category pages.
Set up hyper-personalization that makes sense for each merchant
Following this test period, ETAM has decided to deploy on its international sites – Poland, Belgium, Spain, Russia … – Target2Sell technology.
ETAM has also launched other customization experiments: custom product recommendation inserts, mobile site extension, and an "A.I-powered" personalized gift engine, all based on Target2Sell technology.
"The AI should not be a black box in which the merchant would lose his learning ability or control of results. Target2Sell, with its technology and level of business support, has not only allowed us to better convert, but also to understand our customers, analyze their behavior and optimize the customer experience with our business experience over . It's a real added value over the Salesforce Commerce Cloud platformExplains Jonathan Attali, ETAM Digital Director.
To learn more: download the ETAM client case here
Target2Sell is the first open & real-time platform for Artificial Intelligence dedicated to the hyper personalization of the customer experience, on all digital channels and on all merchants' trading solutions. Already more than 450 major sites (Sephora, Galleries Lafayette, BUT, Micromania, Auchan, Monoprix, Camaïeu, Etam, Manutan, RAJA, Yves Rocher …) adopted it and increase their sales tenfold: join them in the 1to1 trade revolution !