This award recognizes the underwear, loungewear, and shapewear retailer for setting a new benchmark in how to rocket-start a personalization program in under 6 months, including top-down alignment on root audience segmentation principles, and successful product recommendations accounting for 10-12% of its direct revenue every month.
Awarded to the savviest Dynamic Yield customers who understand the true value of customer experiences and find new and exciting ways to tap into our platform.
SKIMS is an American shapewear and clothing brand focused on body positivity and inclusivity across the brand. Since the company’s founding in 2019, SKIMS has achieved tremendous success and impact, even landing on TIME’s List of 100 Most Influential Companies of the year 2022. The team at SKIMS has understood the importance and potential of personalization from the jump, launching a comprehensive program in under 6 months which has already resulted in 10-12% of direct revenue from product recommendations per month, and a campaign personalization rate that is 26% higher than the industry average.
How SKIMS does it
Personalized product recommendations on the SKIMS homepage based on a user’s browsing history (aggregated across sessions for returning users) and affinity after just a few clicks for first-time visitors.
Agrees on its root audience segmentation framework and aligns personalization efforts across the company, with the company’s executive sponsors providing top-down resources and support, ensuring the foundations for long-term success.
Possesses a deep understanding of its customer base, allowing the team to tailor product recommendations with pinpoint accuracy, which has led to 10-12% of direct revenue per month, and a per-user add-to-cart rate that is 40% higher than the industry standard.
Maintains a collaborative and open culture with monthly meetings to report on and evaluate the success of ongoing tests, identify and implement new use cases and campaign ideas, as well as to ensure the company continues to surpass its 2022 business goals.
Emily Archibald is SKIMS' personalization program owner. She makes sure that all use case ideas are anchored in solid hypotheses and ideated from an audience-centric perspective. Emily also reports the program's development and growth to internal stakeholders through thorough analyses and presentations.
Giulianna Dalle Angelini is the bridge connecting business and strategy needs to technical personnel, and anyone who has ever tried doing that understands it’s no small feat. With a critical perspective and an eye on the company's bigger goals, Giuliana makes sure that the program is efficient and effective.
Taylor Pozen is a merchandising wizard who ensures that every new drop receives the attention it deserves on SKIMS' website. Through clever filtering and a thorough understanding of DY's recommendations capabilities, she brought the site's recommendation performance to stellar levels through 2022.
Read more about SKIMS & its strategic
approach to personalization