Miinto

  • RETAIL SEGMENT: Apparel
  • PRODUCT: Personalization Suite
  • CHALLENGE: Disjointed customer experience, lack of data insight, manual personalization
  • RESULTS: x2.5 increase in conversion rate. 22% increase in spend
    from those interacting with personalization

“We were looking to create a truly personalized customer experience. We believed personalization would give more
power to Marketing through greater insights about each individual user. With this greater knowledge and the power of the personalization platform we were then able to optimize each user experience by orchestrating content and product lists in a user centric way.”

– Danni Veng
Group Ecommerce Manager, Miinto

Miinto is a collective of fashion stores created to bring the same intimate experience of boutique shopping to the digital landscape. Miinto partners with more than 1,800 independent fashion boutiques across Norway, Sweden, the Netherlands, Belgium, Switzerland, and Denmark showcasing approximately 500,000 products and several thousand brands across their ecommerce website.

It is the Miinto mission to create an inspirational experience, offering a wide selection of styles and items to their fashion-forward customers. This forms a synthesis between the brand, shop and customer.

The Challenge
In 2017 Miinto was using multiple providers to personalize different areas of their website, which often led to a disjointed experience for their customers. They also lacked the insight and visibility into what strategies were performing well and which weren’t. Much of the personalization process was manual, leaving marketing and tech teams buried in manual merchandising and personalization rather than focusing on more strategic goals and optimization.

In order to deliver on their promise of creating an inspirational experience, Miinto recognized they needed to create a unified and personalized journey for their shoppers. Miinto aimed to increase engagement, conversion and basket size with their unified approach. To do this, Miinto was looking for a solution that provided transparency on personalization performance, allowing for manual control when necessary but automating as much of the personalization as possible to free up the marketing and tech teams to focus on strategy and optimization.

The Solution
Miinto selected RichRelevance to be their strategic personalization partner and implemented the RichRelevance Personalization platform to unify and personalize their customers entire on-site experience. Miinto is using the Personalization Cloud™ to personalize every interaction across Miinto’s sites. From the beginning of the shopper journey through to the end, the Miinto digital experience is personalized; from the content on the homepage to product category pages, search results, brand pages, product recommendations and the checkout experience.

Utilizing the RichRelevance User Profile Service (UPS), an individuals’ preferences, behaviors, clicks, views and purchases are recognized in real time across channels and devices to drive personalized decisions on the subsequent options presented to visitors as they travel on their shopping journey.

The Results
With personalization deployed Miinto has seen the visitors who interact with the personalized suggestions benefit from a more enriched experience leading to more than double the conversion rate and higher spend (+22%) to those who do not. In addition, comparing with no personalization, some of the Miinto sites are seeing conversion rate improvements as high as 24%.

Now that we have implemented RichRelevance we have said goodbye to black boxes! With RichRelevance we have full transparency into the personalization strategies, analytics and performance dashboards which enables us to react and make decisions much faster. Using RichRelevance AI means our tech department can now remain focused on our core roadmap initiatives.” Explained Danni Veng.

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