Personalization is Driving Higher Sales Conversion Rates.

As seen on WWD.

The lingerie company has invested in personalization features to improve margins and customer loyalty.

Cosabella has continued its dedication to technological advancements that will service its business. Its latest investment, a partnership with personalization and discovery platform, Snap+Style Business, has resulted in a 30 percent increase in sale conversions.

“In the past six months, when a customer submitted a request using Snap+Style Business on our site, 30 percent of the time it converted to a sale, with a larger AOV than those who didn’t,” said Guido Campello, chief executive officer of Cosabella.

The partnership resulted in the creation of its StyleWidget — run on Snap+Style Business’s visual merchandiser platform. The tool facilitates the submission of personalized styling requests through a variety of channels. Upon receiving the inquiry, in-house stylists then respond with an e-mail containing a customized selection of products picked specifically for the consumer.

“The Snap+Style Business product suite allows consumers to visually discuss and discover merchandise directly with sales associates or stylists. That meaningful and easy exchange leads to an experience that has increased AOV, UPT and lifetime customer value,” said Raul Fernandez, chairman of Snap+Style Business.

In order to answer to the consumer demand for personalized shopping experiences, Snap+Style developed a SaaS retail-focused software that delivers deep insights centered on extending customized shopper engagements across platforms, devices and channels.

“The retail landscape in fashion continues to evolve into a digital first shopping experience even at the luxury level. Customer service is more important than ever, with stylists now entering your home to dress and educate you. Snap+Style is allowing us to convert our in-store associates into in-home stylists, communicating directly with our consumers through our e-commerce site,” Campello said.

Despite income levels, consumers — particularly Millennials and Gen Zers — expect personalized and frictionless shopping journeys that are based off previous purchases and shared preferences. For retailers to capture new consumers and maintain existing patrons, product must not only be offered and presented at a competitive price point, it must also resonate with deeper values that justify the purchase as shoppers move away from hyper consumerism.