boohoo might have been one of the early players in the world of fashion eCommerce soaring to success with their recipe of great product and a willing audience, but their ability to sustain such outstanding online performance stems from strong and strategic merchandising techniques resulting in high conversion rates, increased average basket values and guaranteed customer satisfaction. So how have they done it? Keep reading to find out the secrets behind’s booming eCommerce success… and Locayta…

Upon re-launching their website, were looking for an online merchandising solution that would let them effectively personalise the way they merchandise their products to different audience segments. They turned to Locayta Freestyle Merchandising for this who offered the combination of a robust, dynamic and scalable architecture, together with an extremely flexible implementation; enabling Boohoo to personalise their merchandising operations, to a high degree. The solution also offered Boohoo Locayta’s fast, accurate and effective Search engine, all of which still continue to serve to this day.

The features in detail… 

Guided Navigation: Looking to enhance their on site search internal functionality, implemented Locayta Guided Navigation which uses customised facets allowing customers to drill-down into options at their convenience via browse, search and refinement stages with choices spanning category, brand, price, colour, size and newness to name a few. This has increased the effectiveness of product search within the site resulting in improved conversion rates.


Behavioural Recommendations: These work by gathering collective intelligence on users’ behaviour on-site to generate individually user by user personalised product suggestions which appear on screen alongside other items. This acts as a value-add service to both help’s users find what they are looking for. The relevant, personal and dynamically updated nature of the product suggestions ensures that the uptake percentage is dramatically increased, boosting’s conversion rates.

A word from…

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.

Catherine Turner, eCommerce manager at Boohoo

What comes next?

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 today.