Online retailer Fashion Days is the number-one fashion destination in Central and Eastern Europe. Offering more than 500 000 products from over 1,000 fashion brands, the retailer aims to transform online shopping into an entirely new experience.
To migrate from flash sales to an online retail model, Fashion Days needed to significantly modify its website. Flash sales sites are quite simple, displaying the set products being offered for a limited time. Shifting to a traditional retail model meant that Fashion Days had to enhance its site frontend with the types of features today’s shoppers expect. It also needed to localize the shopper experience in the countries it operates in.
Fashion Days evaluated a few leading eCommerce platforms and settled on SDL eCommerce Optimization, as it was simply the best choice for adding new functionality like search, navigation and product filtering. Not only that, SDL could also solve the company’s translation challenge at the same time.
Almost immediately, Fashion Days saw double the conversion rates when shoppers used product filtering. At the same time, those using search converted at higher rates.
Overall, conversion rates have gone up by more than 40% while time spent on site increased by 50%.
A big part of its strategy to transform the online experience is providing product descriptions and details in the customers’ language. But this process was far from simple. Translations were handled separately by in-house teams in several countries and Fashion Days had to increase headcount to meet deadlines. There were also huge discrepancies in styles across its sites.
The company simultaneously implemented SDL Trados Studio – the world’s leading computer assisted translation (CAT) tool so it could capitalize on its translation memory.