Luxury brand Diane von Furstenberg attributes 11% of revenue being driven by personalization


Using the Qubit Pro personalization platform and Qubit Aura, the product discovery solution for mobile web, DVF have been able to leverage Qubit’s proprietary machine learning technology to create in-the-moment experiences – serving the right message, offer or product in the right place and at the right time, increasing brand engagement and customer loyalty. Diane von Furstenberg (DVF), acknowledges that 11% of its revenue is thanks to a focus on the ecommerce program designed to create personalized experiences for each and every visitor.

After the launch of a new website, DVF used Qubit Pro to introduce experiences like social proof, basket reminders, user-specific offers and smart email collection experiences, all served at moments defined by an individual’s behavior and intent. Bag reminders alone drove substantial revenue, while offers saw a 20 percent conversion rate amongst those targeted.

Qubit Aura, the AI-powered product discovery solution, curates one-to-one experiences for visitors to the mobile website and allows them to see more of the product catalog and more of what’s relevant to them within in a few swipes and interactions. With hundreds of products available at any one time, artificial intelligence is the only way DVF can ensure relevancy on mobile, especially given the confines of the small screen and attention spans. For DVF, mobile now accounts for over 50% of traffic and continues to grow, the challenge is that mobile revenue is significantly less than 50% of web revenue. By using Qubit Aura, DVF has increased conversion on mobile by four times for those that use the solution.

“As a brand, we’re under pressure to maintain growth and revenue in a highly competitive landscape, particularly from online-only retailers,” said Felipe Araujo, Senior Director of Ecommerce, Diane von Furstenberg. “The luxury industry itself has seen a major shift towards ecommerce, with 40 percent of purchases now influenced by online content1. Previously luxury brands defined themselves by an exclusive in-store experience; this change in focus, combined with an online presence that required updating, was the catalyst behind our decision to implement Qubit Pro and Qubit Aura.”

“The premise of cutting-edge personalization technology is as old as commerce itself: give the customer what they want. With a refreshed brand, Diane von Furstenberg saw the chance to deliver this. By providing the right tools, Qubit was able to set the retailer on the path to personalization, a strategy that has been proven to deliver six percent revenue growth for those that implement it,” said Graham Cooke, CEO at Qubit. “The revenue DVF has generated from personalization is a testament to this and adds to the $600 million of weekly sales influenced by Qubit. It is yet more evidence that once brands begin the path to personalization, online success shortly follows.”