Moss Bros. achieves 50% uplift in checkout rate by personalizing and optimizing the mobile customer experience

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My name’s Matt Henton. I’m Head of eCommerce at Moss Bros. Moss Bros is the UK’s leading formal wear retailer. Moss Bros is in many ways a very traditional retailer. The business was formed in 1851 by Moses Moss. We got 130 stores in the UK and Ireland. And online, we’ve got dedicated sites for the United States and Ireland, as well as the UK, but we sell to customers all over the world.

I think one of the key challenges at Moss Bros is the diverse customer base that we have. We don’t target any particular demographic. We sell suits for absolutely everybody, every gentleman that is looking to buy a suit. Tailoring our store experience to an individual customer’s needs, understanding what sort of formal wear it is that they’re looking for, what event it is that they’re shopping for has always been at the very heart of what we do. I think the challenge is how do we recreate that when it comes to digital experiences. So, we switched from our previous testing vendor because we found it incredibly difficult to use. We were very reliant on the vendor themselves to build a lot of texts for us.

One of the things that we absolutely loved about Dynamic Yield was it’s easy to use. The whole team really have embraced Dynamic Yield and use it on a day-to-day basis. It is a very intuitive platform, so simple things are very easy to deploy and then we do get great support from the team at Dynamic Yield when we wanna do something slightly more complex and slightly more challenging. One of the most important things when buying a suit is fit and Dynamic Yield has allowed us to personalize our experiences so that customers who have a preference for one particular fit will tend to see the products that are best suited to them.

One of the key areas of focus over the last six months or so has been the checkout flow, particularly on mobile where we were seeing a checkout conversion that we were just simply not happy with. One of the things that Dynamic Yield has helped us to do is to rigorously test the changes that we have made through that checkout flow and we’re currently looking at about a 50% increase over the last six months in our checkout. We sell a lot of branded suits as well as our own brands, so things like Ted Baker, Hugo Boss, French Connection. And a lot of even our own customers don’t know, there isn’t that awareness of the breadth of brands that we do sell at Moss Bros. One of the things that we have used Dynamic Yield for is for product recommendations and particularly within the basket, so looking to cross-sell other products into customers. We had historically done that manually. We had selected which products to show to which customers. We’ve now switched that to using a Dynamic Yield recommendation strategy based on what other customers have bought alongside the products in their bag. We’re starting to see some really strong uplift in average transaction value.

Matthew Henton, Head of eCommerce at Moss Bros, details why his team has found success with Dynamic Yield’s easy-to-use platform and how the retailer has successfully personalized digital experiences, driving a 50% uplift in its checkout rate and uplifts in average transaction value after deploying cart page product recommendations.