Online Fashion Retailer Pinpoints Trends

Published 28th February 2006

Boden looks to Coremetrics to improve customer online experience...

Boden, a UK online fashion retailer, has selected Coremetrics, a provider of hosted web analytics and precision marketing solutions, to improve site reporting and analyse customer behaviour on its website, www.boden.co.uk.

Boden chose Coremetrics, designed to meet the marketing, merchandising, and site-design needs of online retailers, because of the deep analytic insight it provides. Boden plans to use the data gathered to identify key purchasing trends and site weaknesses, with the ultimate aim of improving the online shopping experience, and gathering vital customer behaviour information.In addition, Boden joined the Coremetrics LIVEmark Index, a benchmarking solution that lets participants gain a clear understanding of business performance, relative to peers and competitors. Armed with this data, Boden will have the insight needed to effectively allocate marketing spend, anticipate industry threats and trends, and make strategic site decisions.

“With a global customer base it is essential we understand who is buying our products and when,” said Katie Payne, Online Manager, Boden. “Coremetrics provides us with the ability to see complete customer profiles and to respond to groups of customers in a personalised way for optimum response. In the few short weeks since deployment, we have already started analysis of our customers shopping patterns – this high level of technical speed and support was a key feature in our decision to change providers.”

“Over 49 per cent of Boden’s sales are generated over the internet,” said Joe Davis, president and CEO of Coremetrics. “So, it is vital they understand and address the needs of their customers. That is exactly what our solution does – it enables Boden to take a 360 degree view of the online experience, enabling them to make changes that enhance the experience of their customers.”

Established in 1991, Boden is one of the fastest growing mail order companies in the UK. Providing top of the range clothing and accessories, the site offers three lines, menswear, womenswear and Mini, representing the core values of individuality, character, friendliness and style.