CASE STUDY

LUXURY FASHION

! !

LUXURY FASHION RETAILER

! !

Founded in 1831, Harvey Nichols is the world’s leading luxury retailer, a luxury British department store chain with a flagship store in Knightsbridge, London, with stores in other major UK cities such as Leeds, Edinburgh, Birmingham, Manchester, Bristol and Liverpool, as well as store presence in Ireland, Hong Kong, Dubai, Riyadh, Kuwait, Istanbul and Ankara, Turkey, and various Asian locations.

! !

Since Harvey Nichols first opened their doors, they have led the way in sourcing the most desirable and cutting-edge designer brands. Recognised as the UK's premier luxury fashion retailer, Harvey Nichols is internationally renowned for its expertly edited fashion and beauty ranges, premium food and wine offer, and award-winning restaurants.

!

R3Engage has helped us communicate with customers in a totally different way. It has assisted us in optimising our digital marketing in a way that we didn’t think was possible, reducing bounce rates and generating a fantastic ROI. With the ability to add in dynamic content and set rules for when and how that content appears, it has added functionality to our website quickly and easily without the need for development.

Paul Gunn – Digital Marketing Manager, Harvey Nichols

! ! !

! ! !

! ! !

The Strategy

High bounce rates within the ecommerce sector are a problem shared by most, if not all. It’s easier than ever for consumers to compare the prices and availability of products across various retailers, so ensuring users are staying engaged with your site—not just the product they are specifically searching for—can be deemed quite difficult at times.

By utilising R3engage’s ability to split test creatives, it was surprisingly evident that the users were more likely to carry on shopping the brand as opposed to the product. We then tested CTAs, creative designs, and the triggers which fired the creative in order to grow impression and click-through rates, resulting in an even greater ROI for Harvey Nichols.

By identifying the exact brand and product type the abandoning user had viewed before exiting the site, we were able to engage this particular subset of traffic in one of the two areas they were previously interested in: the brand or the product type.

✔ Decrease in bounce rate

The Results

✔ Increase in user session length