Monsoon Accessorize reaps rewards of digital transformation

Monsoon Accessorize is achieving a rise in mobile traffic and conversion rates, following the launch of new, more-agile, flagship online stores for its brands last year.

The digital transformation, delivered in July 2020, saw Monsoon Accessorize upgrade from its old legacy ecommerce platform, in a bid to capitalise on the “accelerated global digitisation of fashion retail” and grow its ecommerce business.

The new solution, delivered in partnership with Astound Commerce, has integrated Salesforce Commerce Cloud with Monsoon Accessorize’s existing CRM platforms and order management systems; to drive areas such as single customer view, marketing attribution, on-site personalisation, click & collect and ship-from-store functionality.

Third-party technologies, including Zendesk for live chat, visual commerce tools from Curalate and frictionless payments from Cybersource, have also combined to drive customer engagement and conversion and create a more scalable ecommerce platform.

Shoppers from around the world can also now pay in local currency and use local delivery services for fulfilment.

Future store concepts have also been incorporated into site design and additional editorial content around the brands’ ethical and sustainable commitments have been added, with customers now able to donate directly to the Monsoon Accessorize Trust.

Mobile traffic rose by 18% within two months of the sites going live, with bounce rate reduced by 12% and conversion increased by 16%. 

Monsoon Accessorize digital director Tristan Vanhegan said: “Despite the challenges of delivering the final stages of the project during lockdown, the Astound team worked tirelessly to minimise delays, while providing the highest levels of consultancy and technical expertise.”

“To see returns on our investment so quickly is testament to the importance of working with an expert digital partner, such as Astound, to ensure the long-term success of our business.”

Astound Commerce UK MD Terry Hunter added: “The fashion industry has digitally transformed rapidly and it’s clear that digital commerce will drive future revenues.

“We’re delighted to work with these two much loved British brands to support them as they continue their omnichannel transition.”

“The new platform provides a scalable and future-proof solution that can support each brand’s expansion whilst ensuring customer experience is upheld at each touchpoint,” he added.