Monetate, a global leader in cloud-based testing and targeting, email optimisation and in-the-moment personalisation software, has announced it has been selected by Radley, the UK’s leading premium handbag and accessories brand, to help boost conversions on its UK and international websites.
Utilising Monetate Interact, Radley hopes to more directly engage with consumers by tailoring website experiences based on their location, device and previous visits.
Radley said it decided to move from its existing provider to Monetate because of the platform’s ability to run a larger number of concurrent tests across UK and international websites. This increased range and frequency of testing allows the retailer to dramatically increase the speed at which its e-commerce sites adjust to the demands and preferences of customers.
Critical to Radley’s selection of Monetate was its close working relationship with multi-channel marketing automation specialists, RedEye, an agency that provides Radley with strategic marketing and testing support.
“With the brand’s consumer base broadening it is critical that we can adapt the user experience and the delivery of targeted content to maximoise our conversion rates and continue the strong growth we are creating with our Ecom channel,” said Rowan Luckie, head of e-ccommerce at Radley. “With plans to launch an exciting new range in early 2015 it is important that we have the best possible platform to showcase our new ranges of products and enhance the end user experience.
“Monetate’s technology paired with the support we receive from RedEye, gives our small e-commerce team the ability to maximise our efficiency, automatically identify customer segments and serve tailored content to each segment based on their preferences – all without increasing the team’s workload.”
The London-based British retailer will use Monetate’s technology to experiment with page layouts, colour palettes, buttons, positioning of banners and many other elements to learn which deliver the best overall customer experience. It also allows the inclusion of product recommendations for customers based on their purchase history, an increasingly important requirement previously unavailable to Radley customers. Monetate’s technology will help to provide customers from different countries with the information most appropriate to them, enabling Radley to give each customer a more personalised experience.
“We are very excited to work with a UK brand that is recognised across the globe at such an important stage in its development as a business,” said Mike Harris, vice president of international, Monetate. “Monetate’s technology will allow Radley to deliver greater consistency across all channels as a brand and focus precisely on what their customers want.”
With products being shipped to 47 countries, Radley also intends to use Monetate’s technology to optimise its international sites to tailor offerings for even more countries by using personalisation technology to deploy test pages in multiple languages without the need to create an entirely new website.