La Redoute Swimwear Mix&Match Experience
This case study offers insight on how one of the biggest french retailer overcame customers’ size and fit concerns, by creating a simpler and more personalized customer experience.
x2
Add-to-cart rate
+55%
Conversion
+40%
Number of items per transaction
THE CHALLENGE
A survey conducted by La Redoute in 2021 highlighted shoppers’ frustration with the lack of diverse models on product pages.Â
Customers didn’t identify with what they were seeing and were asking for a more inclusive shopping experience.
To answer these demands, the e-commerce and innovation team at La Redoute decided to offer a new experience on a category where online projection is known to be difficult: female swimwear.
This category also offers great potential for mix&match. Encouraging this behavior was an opportunity for La Redoute to test the solution against other objectives: boosting product discovery and units per transaction ( UPT).
Objectives of La Redoute at the beginning of the project
#PRODUCTDISCOVERY
Facilitate the navigation across the female swimwear collection, specifically on mobile
#DIVERSITY
Offer a more inclusive experience to shoppers with a diverse and representative selection of models
#REVENUE
Increase conversion and boost UPT on a seasonal category that’s relevant for mix&match
"At La Redoute, we always try our best to answer our clients needs and expectations. When they warned us they didn’t project into the models shown on our e-commerce, we went for a solution. And Veesual’s Mix&Match Experience was a blast. Both for our shoppers and for the performance."
SWIMWEAR MIX&MATCHÂ EXPERIENCE
La Redoute decided to launch Veesual’s Mix&Match Styling Experience on the swimwear collection with all its core features:
- Swipe navigation on desktop and mobile
- Add to cart integration
- Product detail view
Mobile first
As more than 60% of La Redoute traffic comes from mobile, La Redoute wanted to launch a mobile-first experience
Veesual’s Mix&Match Experience leverages the most natural gesture of mobile navigation: the swipe.
Navigating through the collection just by swiping swimsuits on a model chosen by the shoppers is a new way of experiencing e-commerce that was appealing to La Redoute.
Deployment
The development and integration of the experience was completed in 4 weeks.
"The deployment was smooth and easy going compared to previous projects. We were more than satisfied by the relation with Veesual. They also offered a strong follow-up after the experience was live. And the results were above our expectations."
ROI
Business Performance
- x2 add to cart rate
- +55% conversion measured for the shoppers engaged with Veesual
- +40% number of items per transaction
for shoppers that used the Swimwear Mix&Match Experience vs shoppers who used traditional navigation via PLP and PDP, on the same products.
Usage and Engagement
>300.000 outfits were created by 14.000 shoppers
During the 3 months of the pilot. Peak daily traffic was reached when a link to the Mix&Match Styling Experience was included in La Redoute’s newsletter.
Engagement rate exceeded 68%.
Such a performance is exceptional when compared to other external solutions tested by La Redoute on their e-commerce website.
On average, each shopper created >20 outfits.
This is a huge increase in terms of product discovery compared to the standard ecommerce navigation (home -> category -> product page).
"It’s not everyday that you measure such an increase in conversion. It’s really promising, we are looking forward to measuring the KPIs on ready-to-wear."
Customers love it
Average rating by shoppers was 4.1 / 5
According to La Redoute, this is uniquely high for a new shopping tool. Most of the qualitative feedback expressed shoppers’ desire to have even more diversity in the models’ selection.
Focus on models
In the Mix&Match Styling Experience, over 63% users selected curvy model Doralyse when chosing their model.
This was very insightful for La Redoute, considering that the project started from a survey where customers demanded more diversity on the website.
"Usually shoppers rate around 3/5, with more haters than supporters. We had never seen such high rating before. It’s really promising."
About La Redoute
Founded in 1928, La Redoute is a major French multibrand retailer, making over 1b€ in revenue in 2021.
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