PrettyLittleThing has deployed on-site search and merchandising technology, which has improved order value and conversion.

The UK fast-fashion website partnered with Fredhopper to improve its online merchandising, and in the four months since implementation has reported an 8% increase in average order value and a 7% jump in conversion rates across its six international websites

The new cloud-based software allows the e-tailer to drag and drop products onto pages and use visual search capabilities. Its website is now standardised across the UK, US, Ireland, Europe, Australia, New Zealand and Canada, while the retailer can also individually manage multiple sites and account for seasonal changes across the globe. PrettyLittleThing plans to further its international growth over the coming year.

"Our global operation has many complexities and Fredhopper’s technology is able to cope with these demands," said James McDougall, head of IT at PrettyLittleThing. "Search functionality has improved considerably, while merchandisers working on our international sites now have the freedom to style a page as they wish, based on seasonality. These improvements, together with the overall increase in performance of our sites have contributed to the recent uplifts in order value and conversions."

John Raap, chief commercial officer at Fredhopper, added: "PrettyLittleThing is guiding shoppers cleverly through its extensive product ranges, while influencing and enhancing individual experiences. We’ll be working on further refining personalisation of the customer journey and support the retailer’s future launches of international sites."