Every retailer has their own individual needs, aims and objectives in the digital arena. We recently spoke to new Locayta client Nicole Farhi to get the low down on their experience of setting up a new online merchandising solution with Locayta.

Boasting more than thirty years in the business, Nicole Farhi is well established as a highly influential fashion and lifestyle house, offering a number of critically acclaimed collections including womenswear, menswear, diffusion lines, homeware and a thriving newly launched e-commerce site.

The client brief

Prior to connecting with Locayta, Nicole Farhi initially concentrated acquisition and traffic strategies, but in 2012 they decided to shift their focus onto improving public trust and service fulfilment. William North, Nicole Farhi’s Ecommerce Manager, explains: “Part of our issue was our categories, they looked stale. We always presented the same products because it was very difficult to freestyle merchandise those categories.  I wanted to tighten up our search functionality and introduce a more intelligent, faceted search.”

The strategic solution

ID-10079217Since launching with Locayta, Nicole Farhi has found that Locayta’s Intelligent Search feature has added serious value, as William tells us. “When a customer searched on our site for something that isn’t part of the product database – like delivery details or a store locator – we couldn’t deliver any results. Locayta suggested using synonyms to resolve that issue. In this way we have ensured that a customer never sees zero results, which is important for their user journey”.

Now, Locayta’s Intelligent Search enables Nicole Farhi to present search results within a guided navigation framework, displaying relevant refinement options for users and allowing them to drill-down using those options.

Service and relationships

The Nicole Farhi team also appreciates the professional and supportive experience they are enjoying with Locayta. “Compared to other agencies I always found that Locayta dealt quickly with support issues” William says. “The correspondence and visibility between their technical team and support managers is always highly apparent compared to others.”


Initial results

The technology has only been live for a short time, but already Locayta Freestyle Merchandising has significantly boosted Nicole Farhi’s online performance according to William. “Locayta have introduced a lot of little improvements. In the back end it’s very straightforward to use with instantaneous results. We still haven’t fully optimized the system, but there’s lots of further potential”.

ID-10022322The numbers say it all. In the first 6 months of running Locayta Nicole Farhi has reported:

  • An increase in conversions of 56%
  • An increase in revenue of 20%
  • An increase in transactions of 30%

In addition:

  • Bounce rates have reduced by 27%
  • Page per visit stats have risen by 5%
  • The average time spent on the site has also risen by 5%

Locayta Intelligent Site Search and Navigation can be used as a stand-alone product or as a part of the full Locayta Freestyle Merchandising® platform. To see the technology in action and find out more on Locayta Freestyle Merchandising® services as a whole visit www.locayta.com today.

Nicole Farhi’s fabulous online store features their womenswear, menswear and homeware collections, available to browse at www.nicolefarhi.com.