La Redoute | Ready-to-wear Mix&Match Experience | Fall/Winter 2022
After a first successful experiment on the Summer 2022 Bath collection, La Redoute has launched, thanks to Veesual, a Mix&Match Styling Experience on the Autumn Winter 2022 Ready-to-Wear collection.
+40%
Conversion
+10%
Number of items per cart
+60%
Add-to-cart
The Challenge
Diversity & Inclusivity
After a successful collaboration on the summer 2022 swimwear collection, Veesual has launched its Mix&Match Experience on La Redoute's ready-to-wear collections.
This new collaboration follows on from the many comments made by customers about the swimwear experience. In particular, they asked for a wider choice of models with different body shapes.
La Redoute also saw the potential of Mix&Match in several of its categories.
La Redoute's goals for this new project :
#INCLUSIVITY
Enhance the brand's diversity, with models that meet customers' needs in terms of body shape and size
#PRODUCTDISCOVERY
Pushing the experience further, with the creation of complete looks through the layering of garments
#REVENUE
Boost conversion and cross-selling by implementing mix and match across several product categories
After a very encouraging first experience with swimwear in summer 2022, we were keen to test our customers' appetite for ready-to-wear. And to check that the improvements in KPIs measured for swimwear were confirmed for ready-to-wear. We succeeded on both counts for this autumn-winter 2022 collection!
New: clothing layering
After gathering feedback and comments from thousands of customers during the Summer 2022 collection, the Veesual teams have extended the experience by making it possible to layer garments.
This optimisation allows customers to put together complete looks by assembling the different categories offered by La Redoute: tops, bottoms, jackets, etc.
Technology
The technology developed by Veesual is based on two types of input that are easy for brands to produce:
- 2D images of mannequins
- ghost photos of garments.
All possible combinations of outfits are then generated automatically by the algorithm, with garments (tops, bottoms, jackets, etc.) superimposed.
Deployment
The development and integration of the experience was completed in 4 weeks.
The tech integrations have already been done for the summer collection, so for this new collection the emphasis has been on the diversity of the models featured in the experience.
ROI
Business Performance
+60% on the add to cart rate
+40% increase in conversion rate
+10% on the number of items per cart
For shoppers who used the Ready To Wear Mix&Match Experience vs. those who used the standard navigation on the same product selection
USAGE & ENGAGEMENT
>800,000 outfits
were created by over 30,000 shoppers during the 3-month experiment.
The daily peak was reached when La Redoute highlighted the experiment in one of its newsletters.
Engagement rate > 62
This performance is exceptional compared to other external solutions tested by La Redoute on its e-commerce site.
On average, shoppers created more than 15 outfits.
This represents a considerable increase in product discovery compared with standard e-commerce site navigation (home -> category -> product page).
These new figures confirm the relevance of Mix&Match in boosting our conversions. We can't wait to see what this will mean for our different collections.
Focus on the models
For the launch, La Redoute chose to cover all the sizes in its range, with a mannequin for each size.
The aim was to offer an inclusive experience, so that each customer could find the mannequin that suited her size, skin colour, body shape, etc.
Experience has shown that Doralyse (a 1.70m model with an O shape) has remained the model most chosen by customers.
In addition, La Redoute set up a qualitative feedback form which showed that customers wanted a small-sized mannequin, as well as different body shapes.
About La Redoute
Founded in 1928, La Redoute is a leading multi-brand retailer on the French market with revenues of over €1 billion in 2021.