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Personalisation nets Missguided £4m

Missguided has secured £4m in incremental revenue so far this year thanks to improvements to its personalisation.

Speaking at the Monetate European Summit 2015 in London on October 29, Victoria Betts, marketing and trading director at Missguided, said the etailer had focused on “small wins” to increase customer conversion since partnering with cloud-based personalisation specialist Monetate.

“Our vision is to deliver the right message to the right customer at the right time. It’s simple but not easy to deliver. We focused on small wins, which added together add up to significant results.”

The most effective change the etailer made with regard to personalisation is the countdown clock, which tells customers how long they have left to avail of a special offer on delivery when they are viewing products.

Since introducing the clock earlier this year, sales have increased by 17% and conversion by 23%, resulting in a £1m increase in revenue.

So far in 2015, the business, which has a turnover of around £180m, has improved its conversion rates by 38%, boosted its average order value by 36% and increased its customer base by 19% through targeted optimisation and personalisation.

The firm is targeting an increase of £20m in incremental revenue over the coming years.

“We are on a journey from broadcasting our message to everyone in the same way to personalisation, and it’s one that I don’t think will ever end,” said Betts.

“Personalisation isn’t easy to execute or to develop but it is powerful when it gets going. It makes such a difference.”

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