Pretty Little Thing

Key Facts

Key Fact8% Order value uplift

Key FactBlends automation & manual merchandising

Key FactUses superior search functionality

Key FactTaking ATTRAQT with them globally

PRETTYLITTLETHING sees 8% uplift in order value with ATTRAQT FHR

When it comes to selling fast fashion, online British retailer PrettyLittleThing is top of the class. Offering the latest trends and seasonal styles, the site has become a lead player in this highly competitive sector.  

The challenge is to constantly provide an exciting and relevant experience to its young, demanding and technologically fluent audience which inspires loyalty to the brand. This requires a sophisticated approach, from product selection and presentation through to search, filtering and choice of promotions.

PrettyLittleThing needed a platform that enabled automation to take care of the heavy lifting, while giving its in-house merchandisers the freedom to manually curate pages as required. On top of this, the technology would have to cope with the demands of managing multiple overseas websites. To achieve these goals, PrettyLittleThing partnered with ATTRAQT.

Mix and match merchandising 

PrettyLittleThing’s merchandising style is extremely visual and highly curated. Even though there are certain item ranking strategies that can be applied to the entirety of the catalogue - all the way to the last item of the last page of any given category - its first couple of pages in each require special attention.  

By integrating ATTRAQT FHR’s search and merchandising platform, PrettyLittleThing are able to automate the long tail, while closely controlling the presentation of key products on a granular level. This is done through using agile ‘visual search’ merchandising capabilities. The set-up process involves an intuitive drag-and-drop mechanic, allowing easy access to any item in a category while the team is building a page, plus advanced item grouping functionality to introduce automation to its merchandising processes. As a result, PrettyLittleThing is able to keep on top of trends and its site fresh and interesting for frequent customers.

SUPERIOR SEARCH EXPERIENCE 

While navigation is the most popular way for users to find what they want on PrettyLittleThing’s site, it's essential that the search function not just meets, but exceeds customer expectations. ATTRAQT FHR’s search functionality processes all search terms for PrettyLittleThing, disposing of any excess that comes from natural language such as pluralisation, special characters and stop words, simplifying the search term to its ‘bare bones’.  

The same process is also carried out on PrettyLittleThing's catalogue data, so it ensures that the most relevant items are matched to the search term and returned to the customer. This can be adapted from language to language. 

PrettyLittleThing's customers can sometimes be eager to search a term and overlook specifically merchandised pages that are more naturally accessible through navigation. For example, PrettyLittleThing’s website has a lot of banners, item ordering information and text for sub categories such as accessories or dress types, and while a search would bring relevant items to the customer, they would miss out on this extra information and merchandising effort. To solve this, PrettyLittleThing is using ATTRAQT FHR's redirect strategies to convert specific search terms to redirect to category page URLs, creating a frictionless shopping experience for the customer. 

GOING GLOBAL 

Fredhopper's multilingual cloud technology enables PrettyLittleThing to standardise implementation architecture across global websites, while independently managing multiple sites and seasonal merchandising strategies.  

With any other merchandising platform, managing this information would be overwhelming, but with ATTRAQT Fredhopper everything is managed by a single interface and single catalogue data input.  

The integration of a new language is simple as ATTRAQT Fredhopper doesn't require any replication of PrettyLittleThing’s data, only country variations such as sizing and price, enabling the retailer to scale internationally as smoothly as possible. 

“OUR GLOBAL OPERATION HAS MANY COMPLEXITIES AND FREDHOPPER’S TECHNOLOGY IS ABLE TO COPE WITH THESE DEMANDS. SEARCH FUNCTIONALITY HAS IMPROVED CONSIDERABLY, WHILE MERCHANDISERS WORKING ON INTERNATIONAL SITES NOW HAVE THE FREEDOM TO STYLE A PAGE AS THEY WISH, BASED ON SEASONALITY. THESE IMPROVEMENTS, TOGETHER WITH AN OVERALL INCREASE IN PERFORMANCE OF OUR SITES HAVE CONTRIBUTED TO THE RECENT UPLIFTS IN ORDER VALUE AND CONVERSION.” 

James McDougall, Head of IT at PrettyLittleThing

THE RESULTS 

+8% uplift in order value 

+7% increase in conversion rates 

By using ATTRAQT Fredhopper’s onsite search and merchandising technology, PrettyLittleThing is enhancing performance of its UK business, international websites and app. Customers are guided through the fashion retailer’s extensive digital shelves in more relevant and individual ways, providing a superior shopping experience. This approach, a combination of automation and human guidance, yielded the impressive results over a four month period.  

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