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Successful retailer boosts conversion rates and revenues by changing personalised content for different global audiences
LONDON, UK – Helly Hansen, the Scandinavian adventure clothier, is one of few brands taking action to tackle the disconnect across global consumers by creating a personalisation strategy to target geographic segments. Working with personalisation experts Monetate, in just three months alone Helly Hansen has generated revenues in excess of $280,000.
Best known for sailing and water sport products in southern Europe, yet associated more with skiing and rainwear in the north, Helly Hansen considers it a fundamental requirement to personalise the online experience for different geographies.
Helly Hansen uses Monetate’s geo-targeting capabilities to pair local weather forecasts with specific onsite experiences for website visitors. For example, the geo-targeting capabilities were used in Germany when rain was expected. With rain forecast over a five day period, rather than promoting winter ski-wear, the experience was personalised to present a timely rainwear banner on the homepage.
After implementing Monetate’s technology, Helly Hansen has:
Helly Hansen also localise product descriptions to reflect local language. For instance: ‘trousers’ and ‘jumpers’ in Britain display as ‘pants’ and ‘sweaters’ in America. Another initiative was to add a small banner to highlight that shoe sizes were displayed in US sizes. Although a small change, this reduced the number of returned purchases.
Ragnihild Geissert, European e-commerce manager at Helly Hansen, said: “At first we just wanted to tailor our campaigns for specific audiences as efficiently as possible to maximise how effective we could be as a team. After becoming more familiar with Monetate’s technology the team’s ambitions changed dramatically. Now that we know the power of personalisation, we want more. The only limitation we have is the number of people we have to develop and drive new tests and campaigns. The impact has been a revelation.”
Mike Harris, Monetate’s VP EMEA, said: “Helly Hansen is taking a huge step towards improving its global brand offering for both existing and potential customers. The Monetate platform will ensure the customer journey is not only more personalised, but highly localised no matter the time, type of device being used or conditions in each region. This will position Helly Hansen as being a true example to other retailers of how to personalise efficiently for different globalised segments.
Monetate, the global leader in personalization software for consumer-facing brands, enables marketers to create experiences with improved relevance for every customer, increasing their engagement and boosting business outcomes. Powered by artificial intelligence, the Monetate Intelligent Personalization Engine makes it easy to test and optimize, segment and target, recommend products, and even create true 1-to-1 omnichannel experiences. The company was recognized as an industry leader by two leading analyst firms in June 2018 and August 2018. Founded in 2008, with offices in the U.S. and Europe, Monetate is used by leading brands around the world and influences billions of dollars in revenue every year for QVC, Newegg, Timberland, Carnival, The North Face, and hundreds of other market leaders. Learn more at www.monetate.com.