American Rag Cie | Converting window shoppers to loyal customers

American Rag Cie Dubai is a luxury retail experience operated by AW Rostamani Group in Dubai. They travel the world to curate a collection of unique, high-end fashion brands, offering a global perspective unlike other stores in the region. This dedication to bringing the world's finest fashion to Dubai, alongside a touch of California cool, makes them a haven for fashion-forward individuals seeking distinctive style.

To convert window shoppers into loyal, high-spending customers by creating a more engaging and personalized shopping experience.

To understand the challenge, I conducted a comprehensive brand analysis. This included immersing myself in American Rag Cie's brand identity and consumer perception. I even went undercover, so to speak, by visiting the store and interacting with staff to observe how they typically assist customers.

Next, I delved into store-specific data to analyze the sales conversion funnel. Despite the store's excellent location in the mall, the data revealed a significant gap between foot traffic and actual purchases, with only 2% of visitors converting. This critical insight became the foundation for my strategy. My goal then shifted to understanding what would motivate the remaining 98% to become loyal American Rag Cie customers.

My analysis revealed a key consumer behavior within the luxury market: a significant portion of shoppers rely on social proof before making a purchase. This manifests in two ways, either by bringing a trusted companion along while shopping, or by taking outfit pictures in-store to seek feedback from friends and family.

To address the social proof gap and elevate the customer experience, I proposed a two-pronged approach:

Complimentary In-Store Styling: Introducing a free personal styling service, connecting shoppers with dedicated stylists who could understand their unique needs and preferences.

Interactive Booking Tool: To make the experience fun and engaging, I developed a quick (less than a minute!) quiz-style booking tool. This tool not only captured the shopper's fashion choices but also delved into softer details like their favorite song or coffee order. This seemingly whimsical information empowered stylists to personalize the shopping experience even before the client arrived. With these insights, stylists could curate a selection of outfits tailored to the shopper's taste, ensuring they felt comfortable and confident throughout their visit.

The implemented strategy yielded significant results:

Dwell Time Soared: Average in-store dwell time jumped from a mere 2 minutes to 14 minutes, a substantial increase of 600%. This translates to shoppers spending significantly more time browsing and engaging with the collections.

Sales Conversion Boosted: Research indicates a strong correlation between dwell time and sales, with a 1% increase in dwell time leading to a 1.3% increase in sales. By extending dwell time, we effectively laid the groundwork for a significant boost in sales conversions.