Social Proof messaging gets personal as n brown segments product messages by audience type with monetate and taggstar

Personalised product popularity, trending and review messaging drives online sales

Background

An expert in fashion that fits and flatters, N Brown is one of the UK's leading digital retailers. Its key retails brands are JD Williams, SimplyBe and Jacamo. It offers an extensive range of products, predominantly clothing, footwear and homewares. N Brown is all about democratising fashion and is size inclusive, focusing on the needs of underserved customer groups - size 20+ and age 50+.

N Brown is headquartered in Manchester where it designs, sources and creates its product offer, and employs over 2,600 people across the UK.

The Group announced, in July 2018, that new visitor conversion rate has increased by 12% on its power brand website, SimplyBe by using the combined eCommerce software platforms Monetate and Taggstar, to optimise and personalise its social proof product messages.

The online retailer has been using the advanced testing, segmentation and geo-location capabilities of Monetate to tailor the real-time Taggstar messages on all its power brands JD Williams, SimplyBe and Jacamo, since 2017.

The online retailer has previously been using Taggstar, and had seen conversion rate uplift of 2.7% on SimplyBe over 90 days, according to A/B testing. During the Taggstar-only three-month trial, N Brown tracked additional revenue of c.£2 million using Taggstar alone.

THE Solution

Taggstar's social proof software pulls crowd-sourced real-time data about product popularity and other trends derived from N Brown customers' browsing history. The messages include the number of people viewing an item, product reviews and ratings, top-trending items and product scarcity.

SimplyBe Social Proof Messaging

Taggstar is partnered with Monetate, the global leader in personalisation software for consumer-facing brands, a solution that enables marketers to create experiences with relevance for every customer, boosting business outcomes.

Monetate makes it easy to test and optimise, segment and target, and even create true 1-to-1 experiences. With all this in one solution, marketers can improve the customer experience across web, email, mobile apps, in-store and other touch points, from content and creative, to product recommendations and offers.

Using Monetate's segmentation and personalisation tool, N Brown was able to change the look and feel of the Taggstar messages, their style, the text and the colour, according to different customer groups. New customers and returning customers, males or female shoppers, and customers buying a one-off item, for example will see different social proof messages. These optimised messages have been proven, through A/B testing, to increase engagement and sales and to reduce basket abandonment.

Results & Outcomes

Paul Hackett, UX Testing and Optimisation Manager at N Brown Group said, "It's very easy to change the Taggstar experience for our different brands. A simple JavaScript, applied via Monetate, allows us to adapt the look and feel of Taggstar messages to suit our different customer segments. Taggstar helped us to define the best message combinations, and that's pushed our results to add another 12% to SimplyBe new visitor conversion rates."