Missguided adds millions in revenue by showing customer global product trends using taggstar

Global Social Proof Helping Launch An International Brand

BACKGROUND

Against the challenge of keeping the #babesofmissguided looking hot, forward-thinking international fashion brand, Missguided, is using the international browsing and buying trends of millions of global customers to increase sales.

Using Taggstar's social proof software to collect, aggregate and display international customer behaviour, it's now able to display real-time product messages about who's looking, who's buying and what's trending across its ten international websites.

The powerful global and local product trend stories have had an impact. Using the sense of Global-FOMO, sales conversions have grown by an impressive 1.34% and added millions in revenue, as buyers rush to buy popular products.

THE CHALLENGE

Started just nine years ago and specialising in affordable 'rapid fashion', Missguided is a fast-growing international brand shipping to over 360 countries and with localised sites in ten countries across Europe, Australia and North America. The sites add over 50 brand new, wearable, ready-to-go outfits every single day to satisfy its under-25 customers, and has grown to be the online destination for everything it means to be a girl today, reflecting global trends from sources from social feeds, street style and lifestyle bloggers to the glossies.

Tell a Global Story

As Missguided moves into new markets, it wants to use techniques that show its global presence as an international fast fashion power brand. This helps quickly grow its profile, and in turn, its customers' confidence in its products.

Shorten the Buying Cycle

Like all fast fashion sites, the amount of choice online today and customer indecision is a big problem. Shoppers can be overwhelmed by the catalogue of products on site and across the internet. The customer might click on and off items and eventually get tired and drop out of the buying journey. The brand's eCommerce team is always improving its online journey, with improvements to signpost the most popular items, and reduce the decision making and purchase time.

With 60% of traffic from mobile and 10% of revenues from its app, the brand's digital experience is about helping buyers easily find the must-have trends. Its eCommerce team is free from the ties of legacy systems or software tie-ins and laser-focused on using apps that grow conversions.

Tackle High Return Rates

The firm is also tackling the challenge of high return rates from shoppers who buy the wrong size, or multiple sizes to compare fit. To bring the costs of return and replacement down, Missguided is improving on-page product information.

In a fierce market and against these challenges, Missguided began testing the impact of social proof messaging on sales. It began speaking to SaaS eCommerce optimisation software, Taggstar, in 2016. Taggstar's social proof software was in place, through a simple API integration within 10 days, with the goal of optimising conversions and reducing fit-related returns.

THE SOLUTION

With the mandate that the software must be in place by Black Friday, software integration was whip-fast using Google Tag Manager, and live across all products on the UK, USA, and Australian sites, by 11th November 2016.

The social proof software was initially used to show simple, persuasive product images to replay what in-country shoppers had bought or were interested in like '15 others have bought this in the last 24 hours.' This creates a sense of FOMO, giving browsers the confidence to buy.

Shout a Global Story

However, by 2017, Missguided had become an advanced social proof user, telling the story of global fashion trends, across three continents and 10 countries as it operates and markets as an international brand. Using aggregated, crowd-sourced data about who's looking, who's buying and what's trending across the world, Missguided is now able to tell shoppers an international product story using richer social proof about its products.

This is important as it launches in new, emerging markets where domestic product sales are just warming up. In low traffic countries such as Poland, for example, Taggstar's Global Social Proof lets Missguided show watching, buying or review trends using much higher, international traffic numbers. The messages give buyers the maximum confidence in what they're buying and nudging them to buy or miss out - a sort-of Global-Fomo, or GLOFOMO.

The messages are optimising according to the customer's sales journey, with Taggstar's Trend AlgorithmTM delivering up-to-the-second detail about what other shoppers are doing, at planned times. The tone of voice is also tailored, like "35 people are checking this out RN" and "Super hot! 86 purchases in the last 48 hours" to bring the brand closer to its customers.

Nudge Sales

The social proof software makes commercial sense. Taggstar is statistically-proven to nudge customers through the sales funnel faster, sealing the sale and delivering the business growth. As a result, Missguided conversion rates have climbed by an impressive 1.34% according to A/B testing of the pages where Taggstar is shown.

Reduce Returns

Taggstar has also been an effective solution in helping Missguided to tackle fit-related returns. Insights found that women blame themselves if a product doesn't fit, so by supplying more information including quality reviews, fit reviews, ratings and purchase history, shoppers now go ahead.

While the messages are delivered, Taggstar is also collecting rich data cloud which gives the business value, real-time trending date, which it uses to support stock inventory, future buying and merchandising.

RESULTS & OUTCOMES

Taggstar was a success for Missguided from day one.

The brand measured an ultimate conversions rate uplift of up to 4.4% at peak times during the pre-Christmas period attached to shoppers who'd seen the social proof messages over shoppers that hadn't.

Taggstar is now live on all eleven international Missguided sites, and the team has an ambitious roadmap of social proof experiments and product developments planned.