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Myla doubles conversion rates with Amplience's rich media merchandising

November 27th, 2012

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

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