Show 13. juni 2024
October 10, 2021
IMPACT Commerce
for
Zizzi
Kategori :
Type :
andet
The inclusive fashion industry and plus size clothing have seen robust growth in recent years, with Zizzi as a leader in Denmark and Northern Europe. With about 30% of the revenue coming from digital sales pre-covid, it was critical to do a complete refresh of Zizzi’s IT architecture to meet scalability and serve the best-in-class plus size fashion experience.
In 2021, Zizzi and IMPACT Commerce teamed up for a customer-centric digital transformation. Zizzi set the ambition to become a true omnichannel lifestyle retailer with new store concept both online and in physical stores. The digital aim was clear: to create a world-class digital setup to deliver on the promise of a delightful, inclusive, seamless, and tailored shopping experience for ‘her,’ as Zizzi fondly calls customers. At heart was to gracefully provide her with a “club feel” experience, serving lifestyle that makes her look and feel good, at any point of contact – digital as physical – truly omnichannel – and with market leading service excellence.
To realise this vision, IMPACT and Zizzi created digital strategy and execution plan rooted in extensive customer insights.
Plus-sized women often show a more sensitive online buying behaviour. They need detailed size and shape guides and more visual guidance with models of all shapes and sizes. For instance, Zizzi’s jeans not only come in different fits, but are tailored in variants to fit distinct body shapes. The challenge is to balance this complexity in serving the right fit while keeping it gracefully simple for Zizzi’s digital customers. The strategy clearly identified the reliance on real-time updated customer data to provide a great user experience and service digitally as well as in the physical shops.
That is why the complete transformation of the experience and data oriented digital shopping experience was accompanied by a new Zizzi flagship store concept, and a new customer service strategy. Truly omnichannel, Zizzi now brings the club feel, individualised service touch and more exclusive shopping sensation both to the online and digital experiences.
Recognising the unique needs and purchasing behaviour of plus-sized women, the strategy of creating a new digital and omnichannel experience has been customer centric. All systems selected and customer journeys devised evolves around empowering ‘her’ with confidence and ease at any point of interaction. From fit guidance and images with diverse models, to deep customer insights, optimal service online and in-store, Zizzi is set out to transform plus size fashion shopping with a guided, inclusive, and deeply personalised AI-powered shopping experience.
Zizzi and IMPACT Commerce planned and implemented an entirely new IT architecture. We connected all needed data points to serve highly personalised shopping experiences and marketing automation at any customer interaction.
The new platform combines Salesforce Commerce Cloud, Service Cloud and Marketing Cloud to work with Raptor personalisation & CDP, Sitoo mobile point of sale, PIMCore and Zizzi Order Management. Not only has the platform proven its worth in sales and efficiency, but it is also scalable for Zizzi’s future growth and can catapult new online shops for Zizzi in just 4-6 weeks.
To accommodate the unique needs of the customers, delivering guided and personalised experiences is essential. Zizzi believes that plus-size clothing is not just larger sizes. It demands a focus on fit and giving thought to the curves of women's bodies because all bodies are different. That is why the online size guide is a central part of the solution – now also being a first in providing body shape matching to jeans variants.
The guide mixes a fitting guide, a figure and shape guide highlighting curves, and a size guide. Club Zizzi members can save preferred sizes, favourite categories and styles that are later applied in recommendations and pre-set suggestions – making shopping personalised and frictionless. By introducing a new recommendation engine and CDP, Zizzi can now collect even more relevant customer data and activate data for even more personalised content and size guides.
To deliver a guided online shopping experiences – just as the customers would get in the physical stores – Zizzi has introduced a new “Shop the look” functionalit with styled guidance on how to put together an outfit. All styles are gathered on the same page with a size guide and a total price, to create a seamless and effortless shopping experience.
By introducing a new mobile PoS, Zizzi’s store advisors can create a more engaging and graceful shopping experience. This goes from advisory and check-out to omnichannel services like click and collect. In the new flagship stores, customers also benefit from the ‘endless aisles’ feature allowing them to transfer baskets to online checkout. Furthermore, as a true digital commerce pioneer, Zizzi devised a method to digitally empower store staff to become service agents who can nurture the strong bonds they have with their customers and offer freedom for customers to order online and pick up as well as return in store.
Tying all this together is also an engagement experience with more than 50 marketing automation triggers to serve the customer journey from initial awareness to deep Club Zizzi loyalty and follow ups on in-store personal shopping visits.
Zizzi has successfully transformed from an in-store business to a thriving omnichannel plus size fashion and lifestyle player set for international growth. The new platform and architecture enable Zizzi to serve its customers with premier inclusive shopping experiences and with data driven personalisation in ever more markets. The results are outstanding.
Before the pandemic, 70% of its revenue was in-store, now online drives 70% of the revenue. What is more, even if Zizzi during this period transformed the full set of e-com systems and faced challenges from a global economic cooldown, they managed to grow online revenue by 16% from 2021 to 2023, reaching close to half a billion DKK in net digital sales.
With relentless focus on performance and optimisations, Zizzi boosted its conversion rate by 16% in 2023 – and that is on top of an already market-leading conversion rate above 4%!
In terms of order growth, the black week period of 2023 set a record-breaking number of orders, growing 2.6% measured against the already record-breaking 2022.
Growth in and through loyalty
Key to Zizzi’s success is customer loyalty. As much as 75% of the customers are Club Zizzi members. In 2023, we have seen impressive index figures for Club Zizzi and the sales attributed to customer members. Member growth ticked in at index 127, basket size achieved index 101, and Customer Lifetime Value had an uptick to index 107. Moreover, the customers love the new Flagship Stores shown through increased number of visits and far higher AOV.
Better customer service
In 2023, Zizzi moved customer service internally, changed customer service platform and enabled customer service to be served by their experienced store staff. The results are stunning, showing a CSAT jump from 67% to an exceptional 91% measured over the last 12 months.
Enhanced efficiency
Zizzi is also pioneering the application of AI to increase efficiencies. In 2023, Zizzi implemented AI-based translation to take care of the 1.4 billion words they translate annually. Turnaround time on the 70.000 translation jobs were brought down from 20 hours on average to now trending at 1-2 hours. Together with the initiative to insource customer service on a new customer platform, this has saved Zizzi 30% of service costs in the initial 12 months – a seven-digit cost reduction.
Here’s a recap of all the remarkable results:
16% increase to an already impressive conversion rate
127 index for Club Zizzi membership growth
70% share of total revenue generated in the new web shop
50% uplift in site speed
40% e-commerce revenue generated by permissions
75% repeat customers
91% CSAT in customer service over running 12-month period
30% customer care savings in 2023
Zizzi has with this proven to deliver a graceful customer experience where users show extreme return patronage and service satisfaction, while also delivered strong gains across its e-com KPIs.
Danish Digital Award hylder de bedste digitale projekter
