How Frederick’s of Hollywood Uses E-commerce Personalization to Drive Loyalty and Retention

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How Frederick’s of Hollywood Uses E-commerce Personalization to Drive Loyalty and Retention

By Jamie Grill-Goodman - 02/13/2019
The recommended products surfaced as a result of what other like-minded shoppers were purchasing.

Intimate apparel retailer Frederick’s of Hollywood has been focused on personalization and customer experience to drive loyalty with existing and new customers to the brand.

"Personalization has become integral to the way we are perceived as a brand,” said Grace Choi, director of e-commerce, Frederick’s of Hollywood. “The techniques we employ are what our visitors have come to expect – relevant messaging throughout the engagement.”

Personalization is at the heart of the retailer’s e-commerce strategy and is also a key proponent of immediately engaging new visitors and driving lifetime value with existing customers. The e-commerce team has been focused on building experiences through the use of product recommendations, social proof, abandonment recovery and many other proven techniques, as a Qubit Pro customer since the summer of 2017.

"As an e-commerce business, we’re continually looking at our data to inform future customer journeys,” said Choi. “Understanding what works, and what doesn’t, with Qubit, means we can improve experiences and constantly be increasing revenue per visitor."

The following is a look at the experiences the e-commerce team has built:

Product recommendations on the product detail page (PDP)

The recommended products surfaced as a result of what other like-minded shoppers were purchasing. This makes the shopping experience more relevant, as well as making it more likely for the customer to purchase more than one item.

Results: 2.97% uplift in RPV

"In stock" for the PDP

To ensure visitors didn’t miss out on the products that they were interested in, an experience was fired to address those products that were low in stock. If the product had more than 10 in stock the number value would be displayed, but if the stock was between 11-20 then the "Low in Stock" messaging would be fired.

Results: 5.4% uplift in RPV

Segmented badging on the product listing page (PLP)

In order to be more targeted with their onsite messaging, the retailer created segments to surface specific badging on the PLP. Segments created included; new non-purchasers that saw “Trending” badging, returning non-purchasers that saw “Recently viewed” badging and returning purchasers that saw “Recommended for you” badging.

Results:0.52% uplift in conversion rate

Going forward, Frederick’s of Hollywood will start to leverage the power segmentation throughout their personalization strategy. Tailoring experiences to the right visitor, at the right time, for example, new non-purchasers, returning non-purchasers, and returning purchasers, will each have unique experiences.

"The only way to create differentiated experiences is through the use of segmentation,” said Choi. ”This allows customers to have a relevant experience with our brand online. Qubit will enable us to scale these experiences across segments and channels so that we’re always curating our customer’s journey.”