New technology boosts PrettyLittlething’s average order value

Online fashion retailer PrettyLittlething has implemented a new on-site search and visual merchandising technology that has helped it achieve an 8% increase in average order value and 7% rise in conversion rates across its six international websites and apps.


The technology, developed by Fredhopper, allows the e-tailer to improve its online merchandising by introducing quick and efficient drag'n'drop capabilities to organise product results within categories.

According to Essential Retail, the technology has been already adopted by the brand’s websites in UK, US, Ireland, Europe, Australia, New Zealand and Canada.

“PrettyLittleThing is guiding shoppers cleverly through its extensive product ranges, while influencing and enhancing individual experiences,” explained Fredhopper COO John Raap.

The company’s global operation has “many complexities”, but the new tech from Fredhopper is helping meet these demands, added James McDougall, head of IT at PrettyLittleThing.

“Search functionality has improved considerably, while merchandisers working on our international sites now have the freedom to style a page as they wish, based on seasonality. These improvements, together with the overall increase in performance of our sites have contributed to the recent uplifts in order value and conversions.”

The Manchester-based company, launched in 2012 and was acquired by rival Boohoo at the end of last year in a deal worth £3.3 million. It launched its localised site for the US at the beginning of July last year and has said sales have been strong.

PrettyLittlething’s revenue grew by over 400% in the financial year ended 29 February 2016 and jumped by almost 200% in the six months to 31 August.

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