|[July 21, 2014]
Augmented Merchandising Increases Shopper Engagement & Purchase Confidence for Urban Decay
AUSTIN, Texas --(Business Wire)--
Metrics, the leading provider of Adaptive Commerce navigation and
discovery tools, today announced that Urban
Decay, the L'Oreal cosmetics brand known for its high-quality
products and cutting-edge colors, has partnered with Compare Metrics to
launch their Product Discovery solution to help shoppers discover the
right product to fit their unique needs and preferences. The Compare
Metrics solution for Urban Decay includes Content Curation, Adaptive
Navigation and Shopping Scenarios.
Urban Decay's products have always been merchandised in a way that makes
them memorable and loved, but they were not always easily discoverable
to their worldwide fan base. The Compare Metrics Content Curation Team
has extended the value of existing product detail and added a new layer
of merchandising language to help shoppers quickly find their next
cutting-edge Urban Decay product.
Since implementing the Compare Metrics Product Discovery solution,
results show that Urban Decay's online shoppers are embracing this new
type of engagement and using it to make more confident buying decisions.
When compared to a cotrol group running simultaneously, preliminary
shopper response results include:
17% average engagement rate
Above average engagement rate of nine times per session
16% higher conversion rate
Enhanced Product Data for Easier Decision-Making
The Compare Metrics Content Curation Team was able to utilize existing
product detail page content to create attributes such as "finish," but
decision-critical attributes like "color" and "shade" had to be created
and tagged as new product data. The team then carefully curated each
product to make important decisions about their classification and
merchandising. For example, the Content Curation Team found that Urban
Decay products like its popular eyeshadows "Flash" and "Rockstar"
would be more easily discoverable when classified as "purple."
This new set of rich merchandising data is the key to Urban Decay
shoppers being able to browse and filter products in a natural way,
narrowing their selection to the most relevant and enticing set of
"We continuously look for ways to encourage our customers to express
their independent spirit and style," said Katherine LaFranchise, AVP,
Digital, Urban Decay Cosmetics. "We are thrilled to bring them a
revolutionary way to experience our unique brand culture and more easily
discover the Urban Decay cosmetic products they will love."
"The power of this new merchandising data in fueling Adaptive Navigation
truly works," said Garrett Eastham, CEO, Compare Metrics. "We're excited
to partner with the beloved beauty brand to enrich and 'humanize' the
online shopping experience."
Urban Decay will co-present a case study of their experience with
Compare Metrics' Adaptive Navigation at the 2014
Shop.org Merchandising Workshop on July 22 in Rancho Palos Verdes,
CA (News - Alert).
About Compare Metrics
Compare Metrics is the platform behind today's most inspired shopping
experiences. Compare Metrics' Adaptive Commerce solutions empower
shoppers to think, discover, compare and decide as they do in the real
world, using their own words and preferences to confidently discover the
right product. Adaptive Commerce solutions from Compare Metrics
understand and react to what consumers want, resulting in increased
shopper engagement and conversion, as well as improved relevancy and
efficiency in demand generation and marketing strategies. The company is
led by a team that combines extensive experience in retail technology
with disruptive innovations that push the boundaries of machine learning
and natural language processing. For more information, visit www.comparemetrics.com.
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