As an eCommerce Provider, How Do You Provide Relevancy to a Segment of One?

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VILLA, an urban apparel retailer with over 100 stores, is all about helping their shoppers express themselves. Their customers have their own unique styles, to such an extent that they each could be considered a “segment of one”.

VILLA customers are fashion forward community leaders who set trends and influence their peers. The VILLA brick-and-mortar store is the “New Age Barber Shop”, where ideas about fashion, sports, and community empowerment are exchanged while listening to great music and watching giant flat screen TVs. Associates are meant to form tight bonds with shoppers and are skilled at naturally getting to know each customer and their changing styles.

But how does the powerful experience found in their stores translate to VILLA’s growing eCommerce site? How can such unique individuals find relevancy in a medium that’s traditionally designed to market to people in droves?

Old school approaches to the eCommerce shopping experience simply did not work for VILLA. Recommending products based on “people who bought this, also bought that” or showcasing the most popular items, is not the way to present merchandise to individuals who are driven to be ahead of the pop culture curve.

Villa put Reflektion’s 1 to 1 personalization platform to work creating the optimal segment of one experience for their shoppers and the results speak for themselves. Our case study explains how we did it.

Stafford McKay

Stafford is the former Director of Content at Reflektion. He’s passionate about eCommerce Marketing, Technology, and Lake Michigan. When he’s not writing content, he can be found out on the water in the 1938 Chris Craft he shares with his family.