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SYS-CON MEDIA Authors: Liz McMillan, Esmeralda Swartz, Hovhannes Avoyan, Elizabeth White, Adrian Bridgwater

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Augmented Merchandising Increases Shopper Engagement & Purchase Confidence for Urban Decay

Compare Metrics, the leading provider of Adaptive Commerce navigation and discovery tools, today announced that Urban Decay, the L’Oreal cosmetics brand known for its high-quality products and cutting-edge colors, has partnered with Compare Metrics to launch their Product Discovery solution to help shoppers discover the right product to fit their unique needs and preferences. The Compare Metrics solution for Urban Decay includes Content Curation, Adaptive Navigation and Shopping Scenarios.

Urban Decay’s products have always been merchandised in a way that makes them memorable and loved, but they were not always easily discoverable to their worldwide fan base. The Compare Metrics Content Curation Team has extended the value of existing product detail and added a new layer of merchandising language to help shoppers quickly find their next cutting-edge Urban Decay product.

Trend-Setting Results

Since implementing the Compare Metrics Product Discovery solution, results show that Urban Decay’s online shoppers are embracing this new type of engagement and using it to make more confident buying decisions. When compared to a control group running simultaneously, preliminary shopper response results include:

  • 17% average engagement rate
  • Above average engagement rate of nine times per session
  • 16% higher conversion rate

Enhanced Product Data for Easier Decision-Making

The Compare Metrics Content Curation Team was able to utilize existing product detail page content to create attributes such as “finish,” but decision-critical attributes like “color” and “shade” had to be created and tagged as new product data. The team then carefully curated each product to make important decisions about their classification and merchandising. For example, the Content Curation Team found that Urban Decay products like its popular eyeshadows “Flash” and “Rockstar” would be more easily discoverable when classified as “purple.”

This new set of rich merchandising data is the key to Urban Decay shoppers being able to browse and filter products in a natural way, narrowing their selection to the most relevant and enticing set of options.

“We continuously look for ways to encourage our customers to express their independent spirit and style,” said Katherine LaFranchise, AVP, Digital, Urban Decay Cosmetics. “We are thrilled to bring them a revolutionary way to experience our unique brand culture and more easily discover the Urban Decay cosmetic products they will love.”

“The power of this new merchandising data in fueling Adaptive Navigation truly works,” said Garrett Eastham, CEO, Compare Metrics. “We’re excited to partner with the beloved beauty brand to enrich and ‘humanize’ the online shopping experience.”

Urban Decay will co-present a case study of their experience with Compare Metrics’ Adaptive Navigation at the 2014 Shop.org Merchandising Workshop on July 22 in Rancho Palos Verdes, CA.

About Compare Metrics

Compare Metrics is the platform behind today’s most inspired shopping experiences. Compare Metrics’ Adaptive Commerce solutions empower shoppers to think, discover, compare and decide as they do in the real world, using their own words and preferences to confidently discover the right product. Adaptive Commerce solutions from Compare Metrics understand and react to what consumers want, resulting in increased shopper engagement and conversion, as well as improved relevancy and efficiency in demand generation and marketing strategies. The company is led by a team that combines extensive experience in retail technology with disruptive innovations that push the boundaries of machine learning and natural language processing. For more information, visit www.comparemetrics.com.

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