Fashion Days Enhances Online Shopping Experience with SDL, Boosting Conversion Rates 40 Percent

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

WAKEFIELD, Mass. & MAIDENHEAD, United Kingdom--()--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.

Contacts

SDL
Jessica Hohn-Cabana, +1 508-353-3454
jcabana@sdl.com
or
PAN Communications
Darlene Doyle / Jenny Gardynski, +1 617-502-4300
sdl@pancomm.com

Release Summary

SDL today announced that Fashion Days, the number one fashion destination in Central and Eastern Europe, has transformed its business model.

Contacts

SDL
Jessica Hohn-Cabana, +1 508-353-3454
jcabana@sdl.com
or
PAN Communications
Darlene Doyle / Jenny Gardynski, +1 617-502-4300
sdl@pancomm.com