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BOGGI is an Italian based contemporary men’s fashion label with a thriving eCommerce website and over 135 stores in more than 29 countries.
They recently invested in the LOOKCAST StorieCommerce platform to improve their digital sales.
AT A GLANCE
Interactive Content Marketing
LOOKCAST STORIECOMMERCE | KPI’S
Embedded Web Slider
For an optimized website StorieCommerce experience, a horizontal
lookbook was embedded, adding dynamic interactive headers to
eCommerce pages. The landscape format is reminiscent of traditional
catalogs and magazine editorials, while the sliding page animations
and subtly pulsing product hotspots added motion and compelling
engagement with online shoppers.
Full Screen Vertical Scroll
or an optimized mobile and tablet StorieCommerce experience, a
responsive vertical scrolling lookbook was embedded, enabling a
more immersive shopping sensation for omnichannel engagement on
smaller devices. The fluid vertical navigation format is
classically associated with mobile content and intuitive to
navigate on a touchscreen, reducing barriers to purchase.
In order to implement the new interactive strategy, the brand
needed a solution capable of transforming static imagery into
shoppable experiences. BOGGI adopted the LOOKCAST StorieCommerce
solution to bring their online presence to life and to increase the
return of their digital marketing efforts.
BOGGI piloted LOOKCAST StorieCommerce for their HOLIDAY 2016
campaign, to test the effectiveness of the solution during the most
important and highly trafficked online shopping period of the year.
After notable pilot success, the retailer consequently scaled up
their StorieCommerce efforts the following season, with a second
campaign promoting their entire Spring Summer 2017 collection.
Using LOOKCAST, BOGGI was able to increase product discovery and
cart size; a KPI that they previously relied on sales associates
and foot traffic to produce, by leveraging interactive shopping
elements called hotspots. Used to reveal vital information needed
to influence purchase decisions— such as product description,
pricing, imagery and a link to purchase– hotspots were placed over
lifestyle images featuring individual and “Shop by Look” products.
When customers interacted with the hotspots, they discovered new
products from recommended looks and took more actions with
interactive content— resulting in increased cart sizes and longer
time on site.
Despite efforts to engage their digital audience by emailing PDF
versions of the BOGGI seasonal print catalog, email marketing
analytics revealed that the retailer had little-to-no resulting
website traffic referrals. The brand realized that recipients of
the PDF catalogs didn’t have the necessary information to make a
purchasing decision unless they went through the highly ineffective
and unlikely process of copying the product name, exiting the PDF,
visiting the website and hunting for the corresponding product.
Especially given the increasingly limited attention spans of
digital shoppers, BOGGI needed a solution that provides customers
with an uninterrupted viewing experience direct from browsing to
buying, in order to increase website traffic. Using LOOKCAST, they
reduced the friction previously caused by static PDF documents–
resulting in increased click-through-rates from email newsletters
to product pages– and they were finally able to track leads from
catalog-to-cart, gathering valuable metrics and gleaning insight on
previously invisible customer journey actions.
• Two week training and implementation.
• Two week configuration and asset creation.
• Total Time to Go-Live: 4 weeks
New Metrics, New Insights
After implementing StorieCommerce, BOGGI gained data
visibility into customer journey behavior that was not previously
trackable with static PDF catalogues, providing valuable metrics
and insights to optimize future campaigns and increase ROI moving
• New interest data: two shoppable catalog marketing campaigns
accrued a total of 61,395 interactions from BOGGI customers.
• New engagement data: BOGGI StorieCommerce campaigns averaged a
34% customer engagement rate.
Increased Customer Conversions
StorieCommerce provided BOGGI customers with a richer, more
engaging eCommerce shopping experience that resulted in a notable
increase in conversions relative to the industry average..
Increased Products Purchased Per Order
A custom feature was built for BOGGI, which allows the brand
to load multiple products that compose a single look within any
hotspot— serving as a product recommendation engine that assisted
in the increase of average products purchased per order.
Real-time Storytelling and Product Analytics
Real-time engagement metrics equipped the brand with
invaluable page, product and story interaction insights for
optimizing the next campaign, as well as informing the sales and
New Customer Journey Visibility
The switch from static catalogue to interactive
StorieCommerce, gave BOGGI valuable metrics on customer activity
within one of the most crucial components of the BOGGI customer
journey, which was not previously trackable. This new data can be
used to better understand what types of products, content and
stories drive the highest conversions– improving ROI on future
Anyone on the marketing team can create shoppable stories with
ease using LOOKCAST’s drag and drop editor.
Mobile responsive templates to enable omnichannel commerce
experiences— creating a seamless customer experience on mobile
Multi-lingual capabilities to enable global marketing
Gather vital insight regarding the performance of stories and