When we’re researching methodology, theory and practical application of online merchandising techniques, the best way of seeing hands on, proven and workable methods is with a client case study. As such an ever-changing, developing and evolving industry, when it comes to online merchandising methods, it’s essential to stay ahead of the game do your research when deciding which methods to take forwards, and which to leave behind. Today, we’re going to look at Locayta client and booming online only female fashion retailer, boohoo.com, and we’re going to see how they have watched their revenues grow with the help of Locayta.


Being one of the top ten online retailers doesn’t happen overnight. Becoming one of the biggest success stories to come out of eCommerce this decade is no mean feat, so it’s safe to say since launching only six years ago, boohoo.com have excelled within the online women’s clothing space expanding internationally. So how have they done it? Keep reading to find out.

Boohoo.com and Locayta

So how do Locayta fit into the puzzle? When re-launching their site, Boohoo.com selected Locayta Freestyle Merchandising as their online merchandising and site search solution. Chosen for it’s robust, dynamic and scalable architecture as well as extremely flexible implementation, Boohoo.com can now personalise their merchandising as well as ensure a fast accurate and effective on-site search.

Guided Navigation: Using customised facets, Locayta increased the “search ability” of products within the Boohoo.com site. The navigation panel displays the customer defined facets for the optimum visual representation of search results with refining options. Locayta also worked with Boohoo.com to implement complex interactive templates including a feature which allows users to “quick view” products without navigating away from the search results, encouraging lower clicks to purchase.

Behavioural Recommendations: Boohoo.com implemented this feature, which is based on collective and/or individual user behaviour, to generate highly likely product recommendations, as a value-add service to both help their users find what they are looking for, as well as drive average order values.

Rules Based Merchandising: Using Locayta’s control Panel, Boohoo.com are able to create a customised set of rules to control and optimise their customers’ search results via a field weighting system. This allows Boohoo.com to take control over their online sales performance, being able to skew results towards stock levels, timed promotions or certain product sets, in order to achieve their objectives.

A word from Boohoo.com

Catherine Turner, eCommerce manager at Boohoo, says “For us the ability to opt in manually where we need to is the key win. Locayta has many automated response functions that can update search results, categories and recommendations – and that’s incredibly useful. But when a new buzz hits the catwalk it’s vital for us to be able to adapt our visual displays and search criteria at a moment’s notice. We can tie our categories and sequencing into a wide variety of trends, colour stories, collections, and special promotions in line with the latest media coverage. For Boohoo it’s all about delivering fast, relevant product placement as well as detailed category and search functionality. Compared with other systems Locayta’s dashboard is simple to use and enables us to do that at the touch of a button.

Get involved…

Amongst the many services available from Locaytathe above features come fully integrated into the Locayta Freestyle Merchandising® platform. To see it in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.