Brooks Brothers Uses Analytics to Raise Online Conversion by 26 Percent

— May 08, 2012

Brooks Brothers, the classic American retailer, has partnered with Monetate to leverage customer data and make real-time changes to its website that improve customer relevance and increase ecommerce revenue.

Using just one of the many powerful benefits of the Monetate Agility Suite, the retailer created a successful product badging campaign to highlight product attributes and help customers better understand each item. Brooks Brothers deployed badges with attributes like "New Arrival," "Made in America" and "Collegiate," initially running A/B/C tests using a combination of both text and images. In the most successful badging test, conversion rate increased 26 percent, revenue per visit went up 34 percent, and add-to-cart rates rose almost 5 percent.

"With 193 years in business we are America's oldest fashion retailer, and our longstanding history is the direct result of a focus on innovation," said Cindy Lincks, director of analytics at Brooks Brothers. "Leading through innovation is built into the fabric of our company, and Monetate is helping us live up to that commitment. Monetate's technology has transformed the way we do business and produced incredible results."

"Monetate makes it easy for retailers like Brooks Brothers to put big data to work in ways that drive business results," said David Brussin, founder and CEO of Monetate. "It's great to see Brooks Brothers create a culture of testing and website optimization across the organization that has led to higher conversions and an improved customer experience."

The Monetate Agility Suite allows marketers to change anything, anywhere on the website, at any time making it easier than ever for brands to test an unlimited number of marketing campaigns, connect with key segments of website traffic in real time, maintain messaging consistency between distinct marketing channels throughout the purchasing cycle, and merchandise and display products optimally.

To learn more about the results of Brooks Brothers implementation of the Monetate Agility Suite, download the Brooks Brothers: A Badge of Success case study.

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