Shoe retailer Tony Bianco sees global uplift of 24% in average order value with new merchandising technology


Top Australian shoe retailer Tony Bianco has reported a 24% increase in average order value following the introduction of new onsite search and merchandising technology to its international and domestic websites.

Tony Bianco, which sells online in the UK, is working with online merchandising specialist ATTRAQT to enhance the performance of its online stores and provide shoppers with a superior customised experience.

The retailer saw the rise over three months between July and September 2017, and also reported a 20% uplift in conversion rates globally during the same period. The UK is the fourth largest region for Tony Bianco outside of Australia.

ATTRAQT Fredhopper automated merchandising technology enables Tony Bianco to rank products based on recommendations pulled from its data. Results are presented to the customer in an intelligent order, which ensures the most relevant products are prioritised.

In addition, the shoe brand, founded in 1972 and seen on celebrities including Kendall Jenner and Gigi Hadid, is able to adapt its merchandising strategies to curate content that is seasonally appropriate for the two sites.

“As a fashion business, many of our products are seasonal, so we have a different product range for customers buying in the UK to those in Australia throughout the year,” said Adam Bianco, Director at Tony Bianco. “Our international website supports 13 languages and the technology ensures we show the right products as the seasons change. As we continue to expand internationally, this is crucial for a smooth customer experience in each territory.”

Tony Bianco has also improved its onsite search functionality, and is now able to deliver the most appropriate results to customers based on their location. Shoppers are engaged onsite for longer too by prompts encouraging them to explore further recommendations. Together with utilising all opportunities within the website for cross-selling and upselling, basket sizes have increased.

“Creating a memorable and tailored customer experience that translates into revenue is the number one priority for retailers”, said André Brown, CEO of ATTRAQT. “By increasing customer engagement and applying appropriate, tailored merchandising strategies for its international and domestic sites, Tony Bianco is able to provide shoppers with an enriched online experience that is reflected in these results.”

The shoe retailer is running a Christmas gift guide ‘Dear me, from me’ promotional campaign for UK shoppers.