Anthropologie uses Amplience to slash the cost of delivering a richly interactive retail brand experience online
Leading women’s fashion brand, Anthroplogie, has worked with Amplience to achieve a 75% saving in the cost of delivering very rich, interactive merchandising content across its European eCommerce website. The brand turned to the Amplience platform as a means of ensuring that anthropologie.eu mirrors the experience delivered by its US counterpart, without the need for a large team of rich media developers.
Anthropologie content modules dominate the site’s home and key landing pages, merchandising hot looks and outfits using stylish, large format imagery enhanced with data-driven hotspots. The Anthropologie content modules have proven a highly cost effective way to communicate Anthropologie’s distinctive brand online, whilst engaging consumers more deeply and driving more sales.
Michael Robinson Head of eCommerce at Anthropologie, said: “Amplience gives us the ability to deliver a recognisable Anthropologie brand experience for our European customers, without the need for expensive technical and developer skills. It allows us to deliver rich interactive merchandising content all over the Anthropologie site, without hiring teams of developers, or engaging costly agencies
“We’ve been delighted with the results and have gradually used Amplience to transform more and more of our key landing pages. It has proven an incredibly powerful way to deliver a differentiated online retail experience whilst driving up conversions and AOV. Of perhaps even greater benefit, each additional module is quick and easy to deploy and we are able to respond rapidly to competitors and opportunities with new and engaging rich merchandising content.“
Merchandising hot looks quickly and with real impact – Amplience Video Marketing increases conversion rates by 30%
Ireland’s leading women’s fashion brand A|wear is passionate about merchandising hot looks quickly and with real impact. A|wear, has developed it’s brand by creating and publishing rich, editorial-style promotional ‘Features’ designed to inspire consumers with seasonal and ‘on-trend’ looks using the Amplience platform.
Using a tailored set of templates from Amplience’s rich-media platform, A|wear’s content team is able to quickly and easily populate them with product collection imagery, live product data and style advice editorial to create engaging and highly effective eCommerce content modules on a daily basis. Amplience campaign media performance has been remarkable:
- 48.5% of users engage with the product overlay panels
- 6.9% of users add to basket directly from the style pages
- A further 31% click through to product pages
A|wear has also recently implemented the new Amplience Video Marketing module and has seen a 30 per cent uplift in conversion rates. Customers can interact with products in a more engaging and intuitive way, making the link between compelling video experiences and shoppable video content.
This shoppable video solution has shortened the journey to checkout increased conversion rates 30% and boosted AOV, as customers are able to quickly add multiple products to their baskets, straight from the video, without interrupting the visual experience.
“When women are clothes shopping, visuals are everything, and not just colour and shape, but how it hangs and how it moves. This makes video and engaging content key to online sales for a company like ours. The Amplience platform has already delivered strong results by helping us to merchandise products in a more engaging way for our customers. This success has enabled A|wear to drive greater brand awareness and achieve a positive customer experience.
We have seen up to 30 per cent uplift sales on any product used within the Amplience video and style features section of our website. As a result we will be growing this area of our website as well as driving it as a key area in our overall strategy for the next 12 months.” Barbara Wills, online designer and UX lead at A|wear
Boohoo, one of the UK’s leading online fashion retailers, has already started making effective use of the new Amplience video merchandising solution to create engaging digital commerce experiences. The new online video merchandising solution enables Boohoo TV to merchandise products directly alongside inspirational evideo, making a direct link from brand building content to product collections, streamlining the buying process and increasing average order values (AOV) as customers shop ‘the look’.
The Conran Shop has used the Amplience platform to leap ahead of the competition in embracing social commerce and user generated content as a means of driving brand engagement through its look-book.
The leading style brand has used the Amplience platform to enhance its ‘Wishlist’ look-book feature with content curation and sharing features that deliver a playful, satisfying user experience. The Amplience look-book solution enables consumers to create their own collections – products can be simply drag and dropped into place, the sizing and position dynamically changed and background styles swapped out to create an individual ‘look-book’ that consumers can then share with their peers across social media.
Even when shared socially, the user generated collections retain product data and buy now features, to ensure social sharing is always linked to purchase as well as brand promotion.
Interactive media content and campaigns increase customer engagement
Halfords has replaced static promotions with interactive media content, boosting click-throughs and conversions. Campaigns can be changed or updated whenever required at no additional cost, drawing on insight from Amplience’s built in analytics.
Jon Asbury, channel development manager at Halfords, says his team can now promote more products across high traffic pages, delivering a more engaging site experience across mobile and tablet devices.
We can see exciting future developments in mobile commerce, a key area of our business.
Halfords uses Amplience’s closely tailored templates to ensure that images, text and call to action elements with data driven merchandising feeds can be combined to create new promotional content modules in minutes and without technical intervention. As a result, Halfords category managers now have complete control over online promotions, refreshing and updating interactive media content modules as often as they like.
On many of Halfords landing pages, click through rates on promotional areas have increased four-fold.
Enriching the customer experience and increasing conversion 100%+
Kiddicare has completed a project to enrich its customer experience and drive revenues by enabling on-site promotions that respond quickly to drivers such as stock levels and seasonal trends in demand. They are now able to frequently update content, for example ensuring carousel content is always optimized to deliver maximum impact by focusing on the right products at the right time.
“The very nature of our business means that we must have content up to date — to the minute. With Amplience we can easily and very quickly update that content without losing any of the dynamic feeling to our site, which ensures our customers can make the most of our latest offers.” Scott Weavers-Wright, CEO, Kiddicare.
The solution integrates Amplience with WebSphere Commerce and with the Endeca merchandising platform, making it simple for Kiddicare’s eCommerce team to deliver a rich shopping experience throughout the site. The result is a dramatic 100%+ improvement in conversion.
LK Bennett creates rich content to reflects its luxury credentials
LK Bennett works with Amplience to take total control of sophisticated home page content that reflects its luxury credentials – driving sales up and costs down. The company has given over its home page to a solution that effortlessly combines large format campaign imagery with interactive, text and transactional elements to create highly engaging, editorial-style rich content modules.
“Because our campaigns change regularly we needed a flexible approach that was user friendly and enabled us to make changes at short notice. Amplience has delivered just that and enables us to combine real-time product data with the content.” Kate Smyth, Head Of eCommerce, LK Bennett
Based on a series of standard templates customised to reflect LK Bennett’s brand guidelines, content modules can be created, edited and published in a matter of minutes. As a result, LK Bennett content editors can refresh the home page as often as required and without the need for external support – to ensure the site is always fresh and in tune with seasonal campaigns.
Marks & Spencer
Leading UK retailer, Marks & Spencer uses the Amplience platform at multiple levels across their site. From home page carousels merchandising latest offers, to category level pages displaying home wares and product collections with richly engaging merchandising content.
Prominently displayed carousels showcase a series of ‘Inspirational Room’ collections on high traffic landing pages, to drive deeper product discovery and display more products in a coherent ‘themed room’ context. Embedded hotspots carry product details, and buy now features connect browsing with buying behavior to drive conversion and AOV.
In addition, Amplience deliver rich-media content in-store with M&S to their in-store, internet kiosks. Customers can engage with rich engaging digital content via in-store kiosks, deepening brand engagement and providing up-sell and cross-sell opportunities beyond physical inventory.
Fashion brand, Matalan makes extensive use of the Amplience platform as it seeks to delight online shoppers with an engaging, inspirational experience. It uses carousels on key landing pages to showcase more products, in line with wider promotions – all using lifestyle and collections imagery to encourage product discovery and conversion.
Matalan also uses Amplience to create its popular online catalogue, which combines lifestyle imagery with seasonal product collections to further drive product discovery and AOV. Amplience tools make creating the online catalogue, based on existing imagery and assets, a simple and cost effective process.
F1 team, McLaren, uses the Amplience platform to populate key areas of its online store with engaging merchandising media. The store home page is dominated by a carousel displaying everything from driver-branded collections to partner and sponsor products – with product details and buy now features displayed via an overlay lighbox, on click. In this way, consumers can shop direct from the category page, accelerating interactions. McLaren also uses the Amplience rich-media merchandising platform to quickly and easy update store content related to sponsor campaigns – for instance the ‘Proud to Be’ campaign which it runs in partnership with lead sponsor, Vodafone.
Myla doubles conversion rates with Amplience’s rich media merchandising
Amplience, the leading rich media merchandising and marketing platform, has been selected by luxury lingerie retailer Myla to reproduce the sophisticated in-store experience online.
Myla has chosen the Amplience platform to provide website visitors with a rich and luxurious interactive experience that would drive engagement and conversions, and early results have been impressive. The company believes that the platform has paid for itself within weeks of deployment and the brand has achieved a 33 per cent engagement rate for visitors that interact with optimised content on the homepage. Visitors who have engaged with Amplience content have converted at double the rate of others, allowing significant sales increases.
“Amplience enables retailers to put rich interactive imagery centre stage on their site, providing a fantastic customer experience that embodies all the best elements of a lingerie store,” commented James Brooke, CEO at Amplience. “The quality and fidelity of digital media means that the online experience can now outperform what is on offer in print. However, the challenge for many luxury brands has been to transpose the feeling of exclusivity and sophistication that accompanies the experience of shopping in a physical store.”
“By using the Amplience platform Myla is able to achieve a digital presence that plays to the sensory ideals demanded in this market, whilst maintaining a sophisticated customer journey,” he added.
The technology enables the retailer to create and publish campaigns using customisable templates, as well as to effectively merchandise and manage email landing pages or hidden areas of the site such as exclusive promotions.
Previously, Myla’s merchandising process was bogged down in manual admin and lengthy publishing processes. An inflexible HTML-based merchandising solution limited how it was able to use images in category and product management or direct consumers to different areas of the site. The simple to use Amplience platform has ensured that even non-technical staff at Myla can now implement new campaigns in a matter of minutes.
Myla employed Practicology, a full-service multi-channel consultancy to both advise upon and manage the implementation following the decision to re-platform. Jeremy Wilson, COO at Practicology comments: “In the luxury end of the market, imagery is at the heart of creating the right atmosphere and customer experience. Due to the ease of use, as well as the rich graphical and interactive capabilities, we recommended that Myla migrated to the Amplience platform.”
Myla has strategies in place for the further expansion of its merchandising capabilities. Initial plans are to fully implement rich merchandising on category and email landing pages, which should prompt an additional boost in conversion rates. An extension to a mobile website in the future is also a possibility.
Peek & Cloppenburg
German fashion brand Peek & Cloppenburg has made a decision to put social commerce and user generated content sharing at the heart of its online strategy.
It uses the Amplience platform to enliven and deepen the customer experience across its online store – for instance using carousels to surface more products on high traffic category pages. But Amplience’s social commerce ‘look-book’ solution sits at the heart of the brand’s social strategy.
The platform powers rich content curation and sharing that is closely integrated with the site’s look-book feature. Users adding products to a personal wish list can quickly and easily create and share personalized collections to showcase their personal tastes, and the products they ‘must have’ to friends and peers.
Leading global energy supplier Shell uses Amplience across more than 70 international websites to streamline content creation across campaign and product pages. From centrally managed templates, local marketing teams are able quickly generate new promotional web banners or campaign pages, without the need to call on external agencies or additional IT resource, making marketing campaign creation faster and more cost-effective.
SuperGroup Plc, one of the fastest growing international retailers and owner of the Superdry brand, uses the Amplience platform to efficiently manage campaigns and deliver richly engaging, dynamic media across eight international websites and mobile optimised site.
The platform has enabled SuperGroup to manage rapid growth and deliver an ambitious international expansion strategy whilst relying on a small team to manage more than 350 rich media elements. Thanks to the Amplience platform’s simplicity and power, the company has been able to do so without compromising on the online customer experience, which is driven by richly interactive, dynamic media content.
Rapidly growing workout wear brand Sweaty Betty are passionate about bringing fashion into fitness. Extensive use of the Amplience platform using interactive media in banners and carousels on home and campaign pages lets the brand quickly promote and market new products and content delivered out through a mobile optimised site lets consumers on the move access the same high quality rich-media. The Amplience Look-book, part of the interactive media solution enables Sweaty Betty to rapidly assemble new collections – the Look-book is also the ideal solution for inviting cross-sell and increasing average order values. The recent addition of an online catalog, facilitates a ‘lean back’ experience, and with full gesture support for touch screen devices, the Amplience online catalog is an ideal promotional vehicle for users to engage with the brand via tablet or mobile.
Leading international luxury shirt brand, Thomas Pink, uses the Amplience platform to merchandise key products across category landing pages, supporting deeper product discovery.
The platform leverages existing imagery, quickly transforming promotional photography into engaging content experiences, displayed as carousels to maximize the productive use of key online real estate. All Amplience driven content is combined with live product data and buy now features to encourage conversion at the point of inspiration.
Thomas Pink also uses Amplience to merchandise product collections, for instance using a ‘shop the look’ theme for its wedding and seasonal promotions – an approach designed to drive AOV.
TK Maxx, the fashion brand famous for its ‘Big Labels Small Prices’ promise, relies on the Amplience platform for a range of merchandising and promotional activity. The platform underpins the rapid creation and easy management of collections media across key category pages – designed to inspire consumers to buy the look and thereby drive up AOV.
The Amplience platform also plays a critical role in the huge success of TK Maxx’s ‘12 at 12’ customer promotions. The monthly promotions, targeted at a mailing list of repeat customers, offer twelve products at massively discounted prices. Products regularly sell out within minutes, and the Amplience platform’s usability ensures that the live promotion landing pages can be rapidly updated to replace out of stock items – which ensures the promotions do not lose momentum as popular products sell out.
Waitrose uses the Amplience platform to create and manage interactive media for rich content merchandising across home and category pages, as it delivers an engaging online grocery shopping experience, whilst converting more traffic into sales.
Combining stylish imagery with interactive media elements, merchandising carousels and ‘accordions’ incorporate everything from product information and ‘buy now’ options to celebrity chef recipes, online video and customer feedback.