Luxury brand Badgley Mischka records improved search conversions with Searchspring, a provider of intelligent site search and merchandising solutions for online retailers. Founded by couture designers, Mark Badgley and James Mischka, Badgley Mischka’s online store makes their high-end styles and red-carpet glamour accessible to a wider customer base.
Badgley Mischka’s e-commerce store was originally run on a small-scale platform with built-in functionality, but little flexibility for scale and growth. A migration to BigCommerce promised opportunity for customisation, but Badgley Mischka quickly realised they needed additional advanced capabilities for site search and online merchandising, including product and category sorting.Luxury brand Badgley Mischka records improved search conversions with Searchspring, a provider of intelligent site search and merchandising solutions for online retailers. Founded by couture designers, Mark Badgley and James Mischka, Badgley Mischka's online store makes their high-end styles and red-carpet glamour accessible to a wider customer base.#
Badgley Mischka integrated Searchspring on their search and category pages to improve product discoverability and enhance the online shopping experience. For site merchandising, the Badgley Mischka team makes particular use of boost rules, promotional badges to highlight new arrivals, and the platform’s drag and drop functionality. Through Searchspring’s technology, the brand can now tailor its category landing pages to match email campaign messaging. For example, Badgley Mischka can feature a product in an email and then have that item be the first one the shopper finds when they visit the linked category, according to a media statement by Searchspring.
Searchspring’s reporting has also enabled the Badgley Mischka team to build tailored landing pages based on common search terms, and redirect shoppers who had previously encountered no results found. With a significant international customer base, synonyms have also proved useful to account for variations in spelling and product naming conventions.
In the first month after implementing Searchspring, Badgley Mischka has seen an 85 per cent increase in their search conversion rate, and revenue per visit with search has more than doubled on the brand’s e-commerce site.
“The second we plugged Searchspring in, everything just got so much easier. We’re constantly getting feedback that our site is now easier to manage, easier to navigate, and people are finding their products faster. We have more reporting tools than we ever expected, it’s really opened our eyes about how people use our site. We recently had an issue where customers couldn’t tell when we had items in more than one colour and the Searchspring team took care of it. We have now found solutions that we didn’t even know were possible,” Katie Ouaknine, owner at Badgley Mischka Web said.
“By delivering affordable luxury and an intuitive shopping experience, Badgley Mischka has continued to drive sales of their signature occasion wear during a time when many events and celebrations have been cancelled or downsized. Their team is truly invested in understanding how shoppers interact with the site, so we’re delighted that we can help them measure and act on those insights,” Dori Salisbury, SVP of operations at Searchspring said.
Fibre2Fashion News Desk (GK)
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