4% Increase in Revenue per Visitor With 1:1 Personalization at Country Road Group

Country Road Group is one of Australia’s largest specialty fashion retailers with over AUD $1bn in revenue across their five iconic brands – Country Road, Mimco, Trenery, Witchery and Politix.

Their aim was to deliver the best experience to their customers so they started searching for a company that could help them make a step-change in personalization and stay competitive. Mapp Fashion could deliver this, personalizing to every individual.

Country Road Group started by testing improved personalization on their Witchery website.

First, they used Mapp Fashion to improve their product tagging. Rather than their original 7 attributes per garment, they were able to automatically tag each product with up to 50 attributes. With this depth of data in place, they were in a great position to improve the product discovery experience.

Using Mapp Fashion, they launched personalized outfits and similar item recommendations on the Product Detail Page (PDP). The outfits are displayed by occasion (work, casual, evening and occasion), showing the versatility of each garment and giving the customer style inspiration.

They also launched personalized weekly emails to drive more revenue and continually build an understanding of their visitors at every step of the journey. The aim is to make sure their customers’ shopping experiences get better and better.

Witchery saw an increase of 4% in Revenue per Visitor using Mapp Fashion’s similar items and personalized outfits vs their incumbent provider.

The personalized emails saw a revenue per email increase of 11% against Witchery’s BAU emails. They are now looking to launch post-purchase emails to show customers what to wear with items they recently bought in a way that works perfectly for them.

After the success of Witchery, Country Road Group is rolling out Mapp Fashion’s personalized recommendations and outfits for all sister brands.

“Our digital strategy is key to the future growth of Country Road Group and critical to this is putting our customers at the heart of everything we do. Our partnership with Mapp Fashion is helping us to achieve that goal by providing personalized recommendations and outfits, so we can deliver the best experience to our customers. We have seen very positive results and I’m excited to roll out Mapp Fashion across all our brands.”

Matthew Horn

GM - Customer & Digital @Country Road Group