6thStreet.com Boosts Conversions by 2.5X with AI and Smart Recommendations

6thStreet.com is a leading e-commerce fashion destination from Apparel Group. Based in Dubai, the platform offers a large selection of shoes, bags, clothing, and accessories from over 1000+ international brands such as Tommy Hilfiger, Dune London, Charles and Keith, ALDO, Naturalizer, Nine West, New Balance, Crocs, Birkenstock, Skechers, Levi’s, Aeropostale, Garage, Nike, Adidas, Adidas Originals, Rituals, and many more. As an omnichannel fashion and lifestyle retailer, 6thStreet.com aims to provide the ultimate customer experience.

6thStreet.com, a leading e-commerce fashion destination from Apparel Group, faced the challenge of driving customer engagement and retention. With over 1000+ international brands, the platform had a vast selection of products but needed to ensure that customers were not only attracted to the platform but also converted their interest into purchases. The brand was initially using traditional channels such as emails and SMS for customer communication. However, these methods were not yielding the desired results in terms of customer retention and conversion rates. The brand needed a more effective way to understand customer behavior, monitor campaign health, and send communications at the right time.

6thStreet.com partnered with MoEngage, an insights-led customer engagement platform, to address these challenges. They built an entire funnel, from no activity to browsing, adding to cart/wishlist, and finally to purchase. The brand evolved from using emails and SMS to more advanced channels like push notifications, in-app messaging, and WhatsApp. They leveraged the analytics capabilities of MoEngage to understand customer behavior and monitor campaign health by assessing Click-Through Rates (CTRs), Conversion Rates (CVRs), and Open Rates. They also used Intelligent Time Delay to ensure that communications were sent at the right time. Furthermore, 6thStreet.com used Sherpa optimization for A/B testing, which enabled them to drive curated communication for different customer segments. They also moved towards conversational messaging on WhatsApp instead of transactional SMSs.

• The partnership with MoEngage allowed 6thStreet.com to evolve their customer engagement strategy. They were able to build a comprehensive customer journey, from no activity to purchase, and effectively monitor the health of their campaigns. The use of advanced channels like push notifications, in-app messaging, and WhatsApp, along with the shift from transactional to conversational messaging, enhanced their communication with customers. The use of Sherpa optimization for A/B testing enabled them to tailor their communication for different customer segments, further improving engagement. The Intelligent Time Delay feature ensured that communications were sent at the most opportune times, maximizing their impact.

• 6thStreet.com witnessed 3X higher Click-Through Rates (CTRs) for automated campaigns compared to manual campaigns.

• The brand saw 2.5X higher conversions using Sherpa Optimization and Intelligent Time Delay.

• For WhatsApp campaigns, 6thStreet.com achieved a Click-Through Rate (CTR) of 50%.