Personalization and targeted merchandising drive holiday sales at YOOX
International online apparel and accessories retailer YOOX is finding that mixing personalization with targeted merchandising is a good tonic for increased holiday sales.
This holiday season YOOX, No. 122 in the Internet Retailer Top 400 Guide to Retail Web Sites, is adding new programs to its web stores, including its U.S. e-commerce site, that enable shoppers to personalize a new line of designer hand bags.
YOOX commissioned several well-known international designers such as Matteo Guarnaccia and Fulvia Mendini to create a series of eight handbags that shoppers could personalize by color, type of handle and other options.
YOOX also added a line of clothing designed by Malcolm McLaren, manager of the Sex Pistols, for children under 12. The clothing line includes images from 1980s-style video games such as Space Invaders and PacMan.
The online apparel retailer’s core shopping audience includes children, teenagers and young adults. By offering more personalization and designer merchandise in addition to its typical inventory of about 100,000 SKUs, YOOX says sales on the Monday after Thanksgiving doubled over sales on the Monday after Thanksgiving in 2004. The average order size increased from about two products to about three or four items this holiday season, while the average ticket increased to $300 from about $250.
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