Leveraging SDL’s eCommerce and Language
solutions, Fashion Days successfully evolved from a flash sales
site to an online retail model that caters to the customer
SDL (LSE: SDL) today announced that Fashion Days, the number one
fashion destination in Central and Eastern Europe, has transformed
its business model – increasing efficiencies and improving the
eCommerce experience – by utilizing SDL’s eCommerce and Language
solutions, two components of the SDL Customer Experience Cloud.
Once a flash sales site featuring daily deals on well-known
brands at discount prices, Fashion Days today offers more than
500,000 products from over 1,000 fashion brands. The company
recognized its future in online retail and sought the right partner
and technology to successfully transition its business model. To
make this shift, Fashion Days require an enhanced site offering the
advanced features that meet the expectations of today’s
shoppers.
Fashion Days also needed to localize the shopper experience in
the various countries it operates in, which its homegrown open
source-based solution did not support. Additionally, with more than
30 percent of its traffic and sales coming from mobile devices, it
was crucial that the Fashion Days site integrated with its mobile
application. With these objectives in mind, Fashion Days turned to
SDL for its eCommerce and translation needs. With the API SDL
provided, the mobile integration was simple and seamless.
“The better we serve shoppers, the higher their satisfaction and
conversion rates, which is the ultimate success for us,” said
Silviu Croitoru, Head of User Experience at Fashion Days. “SDL
eCommerce Optimization was simply the best choice for us, adding
new functionality like search, navigation and product filtering.
Not only that, SDL could also solve our translation challenge at
the same time.”
To help customers find the products that best suit them from an
extensive inventory, Fashion Days now uses hierarchical search and
product filtering that allows shoppers to drill down by gender,
size, product category, subcategory brand, color and price. The
intuitive navigation also helps guide visitors throughout the site.
Products load quickly and are presented attractively, with
automatic zooming to enable the best viewing experience. Fashion
Days also took advantage of the ability to dynamically rank
products by attribute using SDL eCommerce Optimization’s ranking
cocktail feature. By applying sorting rules such as price or color,
and changing product attributes, the retailer can optimize sales
based on stock levels and sell-out rates. Almost immediately,
Fashion Days doubled its conversion rates when shoppers used
product filtering.
To further enhance its online shopping experience, Fashion Days
made localization a priority, striving to provide product
information to customers across countries in their preferred
language. Previously, translations were handled separately by
in-house teams in several countries and there were major
discrepancies in styles across its sites. For this reason, Fashion
Days tapped SDL Trados Studio, the world’s leading computer
assisted translation (CAT) tool, so it could capitalize on its
translation memory product descriptions and details in each
customer’s language. The implementation led to faster, more
streamlined translations, while eliminating human error and
ensuring consistency across different countries. As a result,
cross-functional teams from various locations are now better
aligned in using the same templates, glossary and product
description structure, which ensures quality and complete control
of the content Fashion Days provides to its customers.
“Today’s online shopper is savvy and has high expectations for
retailers,” said Dominic Kinnon, President – Global Customer
Experience Solutions, SDL. “We’re honored to partner with Fashion
Days on its improved eCommerce strategy, which now caters to
customers across devices, countries and languages in a convenient
and enjoyable manner.”
Working with SDL, Fashion Days also achieved the following:
- Boosted time spent on site by 50
percent
- Increased purchase conversion rates by
40 percent
- Doubled purchase conversion rates with
product filtering
- Doubled translation speed
- Achieved a Net Promoter Score (NPS), a
global indicator of customer satisfaction, of 60 (50+ is considered
excellent)
To learn more about Fashion Days’ work with SDL to shift its
business model for eCommerce success and improved customer
experience, visit our Fashion Days customer page.
About Fashion Days
Every day we inspire our customers to find the best answer to
the question: "What will I wear today?" Or in other words "Who will
I be today?” We manage this style Fashion Days - by offering a
wide range of over 500 000 products from more than 1,000 brands of
clothing items, shoes and accessories for women, men and children,
as well as a daily dose of inspiration . We are the largest
destination for fashion in Central and Eastern Europe, with an
impressive selection of original products from top brands such as
Calvin Klein, Michael Kors, Armani, United Colors of Benetton,
Nike, Adidas, Converse, Desigual, Vero Moda, Guess, Geox and many
more, we offer extremely attractive prices.
Founded in 2009 by Swiss entrepreneurs, the company has expanded
rapidly in 7 European countries - Romania, Bulgaria, Czech
Republic, Hungary, Poland, Slovakia and Slovenia, and are now
enjoying great success. Since 2011, Fashion Days is part of
the Naspers, which generates more innovative ideas for
development and client benefits.
With over 6 million customers and more than 1.5 million fans on
Facebook, we are one of the key players in the region fashion
industry that turns online shopping into a surprising and
captivating experience.
About SDL
SDL (LSE: SDL) is the leader in global customer experience. With
a completely integrated cloud solution for content management,
analytics, language and documentation, SDL solves the complexity of
managing your brand’s digital footprint as it grows across multiple
languages, cultures, websites, devices and channels. Seventy-nine
of the top 100 global companies trust SDL to help them create
authentic, in-context customer experiences that drive demand and
loyalty. SDL brings your brand to the world, and the world to your
brand. Learn more at SDL.com. Follow SDL on Facebook and
Twitter.
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version on businesswire.com: http://www.businesswire.com/news/home/20151110006175/en/
SDLJessica Hohn-Cabana, +1 508-353-3454jcabana@sdl.comorPAN
CommunicationsDarlene Doyle / Jenny Gardynski, +1
617-502-4300sdl@pancomm.com
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