The Future Of Customer Experience Optimization In Fashion: Part 1

Photo by Lauren Fleischmann on Unsplash

One of the solutions offered by CrowdANALYTIX is our autonomous product data onboarding solution that integrates seamlessly with most popular Product Information Management(PIM) systems. Thanks to this solution, brands have sped up the growth of their product catalogs and begun offering their customers much broader product selections, helping retailers compete with even the biggest eCommerce sites that have grown their product catalogs into the tens of millions. Automating the process can increase the speed of product onboarding by 60–70% on average, giving most businesses a quick and significant return.

Beyond this level of automation, CrowdANALYTIX has also helped retailers across industries improve their online shopping experience by optimizing left hand navigation, display taxonomies, product names, product listings and overall product page content to speed up and improve customers’ experience on their sites. One leading American home improvement retailer was able to enrich their product data by more than 93%, resulting in significantly higher conversions.

Like all other retail industries, fashion is relying increasingly on eCommerce, which makes the customer experience paramount. CrowdANALYTIX has developed a new customer experience optimization solution for fashion brands: personalized customer experience optimization, or personalized CEX. This two-part series will explore how personalized CEX can revolutionize online fashion sales by giving customers a drastically improved shopping experience, and giving retailers the ability to sell to and even design to multiple audiences at the same time.

Product Data: Adding Real-Life Detail

These subjective tags are what real-life customers actually associate with particular products: the terms that are actively being used in searches to locate and purchase items. For example, while an item’s more objective attributes might include “floor length,” “blue,” “formal,” and “womens,” customers may be searching for it with more subjective terms like “trendy,” “midnight blue,” “clingy,” “fitted,” and “long.”

If a product catalog does not include these subjective attributes, a customer searching for “long trendy fitted navy dress” might never find the product they would be willing to buy, and potential revenue would be lost. A fashion retailer can’t lose anything from the addition of these attributes: the customer searching for “floor length blue formal dress” would still locate the product, too.

Tying Attributes Together

  1. Relationships between attributes and SKUs
  2. Attribute values

This ends up being a huge amount of information. It’s an expanded version of what a B2B retailer would need: not just autoclassification and objective attributes, but also product reviews, subjective attributes, search terms, and outfit collections(in other words, which items are presented to go along with the individual product being viewed). Unlike B2B retailers, B2C retailers like those in fashion need to consider subjective elements, because customers certainly do. Individual retail customers often place lots of importance on product reviews or on images of an outfit that their potential purchase could help build.

Note that “search terms” are key to the “real-life detail” mentioned above: by capturing the search terms that bring customers to particular products, fashion retailers can learn a lot about their audience and how they utilize subjective terms to shop. Which brings us to…

Creating Customer Clusters

AI essentially tags customers just as it tags products, and then places customers with the same tags together until it has created 20 or 30 different automatically-generated clusters.

What next?

There are three key applications that CrowdANALYTIX can offer that lead to increased customer purchases:

  1. Search
  2. Marketing
  3. Design

We’ll be covering Search and Marketing in this post, but Design will be the subject of The Future of Customer Experience Optimization in Fashion: Part 2.

Personalized CEX Search

Not only is search optimized within the fashion retailer’s own site, so that customers get the right kinds of images from searches, and the right product information to make a purchase decision: we also put a focus on external attributes that will drive search traffic to the site from external search engines. This aids conversion from Google etc. just as product information and an optimized site aids conversion from within the brand.

Personalized CEX Marketing

Standard romance copy for a pair of jeans might be, “These essential slim jeans are perfect for dressing up or down. With a pale blue wash and distressed detailing, they are a central part of any wardrobe. Pair with a long cardigan sweater for a run to the store, or heels and a crop top for evening drinks.”

This copy can be automatically altered to appeal to, for instance, a woman in her early 20s: “These are the perfect skinny jeans to wear to work or to class. Pair with boots and a sweater for a sophisticated look, or throw on sneakers and run out the door. A neutral blue wash and distressed details go with everything you own for maximum value.”

This might seem complex, but it can be automated completely.

Part 2: Personalized, Crowdsourced Design

This piece first appeared on CrowdANALYTIX.

Writer and Content Manager for CrowdANALYTIX. PhD from UT Austin.