Farfetch is a global network of fashion boutiques, which showcases over 1000 labels and is dedicated to supporting independent fashion and the cultural diversity that comes from uniting the perspectives of hundreds of different buyers, each with their own unique style and vision.
With a large catalogue that represents over 300 boutiques ranging from high end luxury to emerging designers, the Farfetch consumer base is as diverse as their product line. Which creates a huge challenge in terms of personalisation. Aiding customers in effectively sorting through their 100,000 plus products proved challenging for Farfetch, and they came to realize that extensive category filters and recently viewed containers were not enough.
Certona worked closely with Farfetch to implement personalisation that would support the complexities of their unique business model. Following Certona’s best practice guidance and optimisation techniques, personalisation performance far exceeded expectations.
Farfetch experienced a substantial increases in responder rates (those who interact with recommendations) compared to non-responder rates (those who do not interact with recommendations), resulting in:
- 125 per cent increase in conversion
- 28 per cent boost in items per order
- 10 per cent hike in average order value, and
- 16 per cent of total revenue being generated by personalised recommendations
Find out more about how Certona helped Farfetch achieve this by downloading the FarFetch case study