- RETAIL SEGMENT: Wellness and Beauty
- PRODUCT: Personalized Recommendations
- CHALLENGE: Brazilian perfume and cosmetics manufacturer Jequiti wanted its new eCommerce site to maximize engagement and sales with an optimized experience tailored to shoppers’ geographic location and past brand interactions.
- RESULTS: 40% MoM increase for online sales
Jequiti is a leading Brazilian brand of perfume and cosmetics with products backed by Brazilian and international celebrities. The combination of star power and value pricing translates into high quality products to a new customer segment – Jequiti’s hallmark. In 2017, Jequiti’s sales topped R$415 million and the company set out to double that figure by 2020 through a revitalized sales strategy and the launch of its first eCommerce site.
Celebrity endorsement of Jequiti in every category, such as fragrances, makeup , hair, body, bath, man and kids, goes farther than simply connecting names with products. Stars appear in print, television and billboard advertising and make appearances at promotional events, including meetings with the brand’s more than 250,000 direct sales representatives.
As Jequiti prepared to launch its first eCommerce initiative in 2017, it sought to approach its customers to the entertainment universe backed-up Silvio Santos Group business, translating the glamour of celebrity backing into a rich online experience tailored to shoppers’ individual beauty needs. Complicating this effort was the need to adapt the new website to reflect and match different regional campaigns that runs at the same time, in different cycles, depending on the region, because it should follow the same Direct Sales door-to-door campaigns and catalog according to a site visitor’s location.
In addition to this geographic segmentation, Jequiti sought to enrich the online experience by tailoring product assortments and content according to individual preferences and past purchasing history. By maximizing relevance with dynamically personalized content, Jequiti sought to win customers and earn loyalty in Brazil’s crowded beauty and fragrance marketplace.
Jequiti built its eCommerce business around RichRelevance’s AI-based personalization platform. The brand turned to RichRelevance Engage to dynamically detect and serve location-dependent content, products, and offers. RichRelevance Recommend then applied dynamic intelligence to present the most relevant items for each individual from within the region’s assigned catalog.
How it Works
Prior to implementing RichRelevance, Jequiti embarked on an extensive search for the right technology to launch its eCommerce presence. All-in-one solutions that promised personalization alongside an eCommerce platform didn’t offer the breadth and depth of functionality to meet Jequiti’s requirements.
Instead, Jequiti opted to select and integrate two best-of-breed solutions – RichRelevance and VTex, the largest eCommerce provider in South America. VTex offered the simplicity of a cloud eCommerce implementation along with the extensive commerce functionality Jequiti sought. RichRelevance’s industry-leading dynamic personalization provided the flexibility and interaction-specific machine learning to deliver the layers of contextual relevance Jequiti required. Thanks to RichRelevance’s open and flexible architecture, integration was swift and straightforward, with a four-month timeline from selection to launch.
When a shopper first visits the Jequiti site, RichRelevance’s Engage, Recommend and Personalization AI dynamically personalizes the site experience inn real time. Content from the home page hero banner onwards (from celebrity content to product assortments and site navigation) is tailored to the shopper’s geographic location, as well as individual history, context and behavior. A shopper in Bahia might be served content and products connected with one star, while Rio de Janeiro consumers might view content showcasing a new product launch for an entirely different line headed by another spokesperson.
With each site interaction, RichRelevance’s AI dynamically applies the most relevant decisioning algorithm to deliver the products best suited for the individual shopper’s beauty needs, continually learning and optimizing the experience in real time. Replenishment recommendations, complementary items, and new product launches are presented according to the shopper’s context within the customer lifecycle, while at the same time adhering to the business rules established for the regional product catalog.
Since launching in late 2017, Jequiti has worked hand in hand with RichRelevance to build a strong startup presence.Thanks to the content-rich, individualized shopping experience Jequiti offers, engagement is consistently high across geographic regions
Online sales have soared, with month-over-month growth since December average order sizes is increasing. The new eCommerce channel now accounts for a good portion of overall sales. And despite the short time frame since launch, Jequiti’s site is attracting return traffic and sales, thanks to personalized recommendations for replenishment items and complementary products.DOWNLOAD
Connected to the main trend-setters centers around the globe, Riachuelo researches, develops, manufactures and distributes fashion throughout Brazil.
- SECTOR: Shoes & Accessories
- SOLUTION: Recommend™ & Engage™
- CHALLENGE: Looking to overcome the limitations of their e-commerce platform, Corello wanted to introduce personalized shopping experiences to increase revenue, engagement and overall customer loyalty
- RESULTS: 26% increase RPS. 17% increase in revenues for shoppers that interact with personalized recommendations
“A technology has to prove being sustainable and provide a return on investment which I have found with RichRelevance.” — Felipe Brasil, Director, Corello
Corello, a Brazilian shoes brand founded in 1969, is known for its high-quality design of women’s shoes, bags and accessories. It’s a family-owned business operating over 20 retail stores located in high-class shopping malls and also selling online via shop.corello.com.br to all parts of Brazil.
The digital team at Corello was looking to increase their sales and overcome the limitations of their e-commerce platform. They turned to RichRelevance’s Omnichannel Personalization platform, the Relevance Cloud, to create new possibilities for them. Through creating a more personalized experience for shoppers on their website, they believed they would see a real positive impact in customer experience and uplift in revenue on this already profitable channel.
Corello Selects a Modern, Global Personalization Platform
Corello chose RichRelevance because its personalization platform allowed them to evolve their strategies based on business requirements, whilst enabling them to keep the internal team’s independence and autonomy to create rules with no need to interface with a partner or vendor. In addition the Recommend™ solution was easy to implement with strategies ready-to-use straight away, which brought Corello a lot of reliability and confidence.
RichRelevance‘s worldwide footprint was a key point to Corello because “global companies always bring Best Practices” as Felipe Brasil, Director at Corello explained. He also considers “that a technology has to prove being sustainable and provide a return on investment which I have found with RichRelevance.”
Introducing Shoppers to “Perfect Pairings” with Advanced Merchandising
One of the main challenges Corello faced was cross selling products, with online consumers either only buying shoes or bags, not both. Using RichRelevance, Corello was able to automate rules to show “Perfect Pairings” on their website. In order to improve their productivity they used the RichRelevance Advanced Merchandising solution to expose bags to those shopping for shoes and vice versa. It took Corello minutes to create two combination rules on the RichRelevance Dashboard, and their shoppers are now are exposed to thousands of possible matches, respecting all the rules defined by the visual merchandising team. Currently, each item has an average of 6 smart matches, and this initiative has increased the number of items per order by 17%.
Another important achievement was regarding long tail products: “The RichRelevance personalization platform allows us to boost and recommend long tail products, which most of the time are the most profitable items, but they used to get bypassed by new collections and not shown to our customers before” commented Felipe
He continued: “In our stores, we have the trained Sales Associates to read our customers body language, so they can recommend products based on what they ‘believe will be’ a good fit for every shopper. On our website, we now rely on the RichRelevance personalization platform to decide and deliver the same experience.”
Benefits Corello Experienced With the Relevance Cloud
Considering the overall benefits of adopting RichRelevance Personalization Platform, Corello has experienced an increase of 26% revenue per session, plus shoppers that interact with personalized recommendations spend 17% more than those with no interaction.DOWNLOAD