The search functionality offered by Searchspring was “a huge win” for Fabletics, says Jamieson. “The facets and semantic search capabilities mean that our customer can enter the attributes they want, or search using natural language to find the results they’re looking for.”
“The merchandising tool is also super powerful for our marketing teams, the ability to create different campaigns and boost certain results is one of the things we’ve wanted from our search for a long time,” says Jamieson.
The team focuses on boosting a mix of new, bestselling, and in-stock products in a way that appeals to their shoppers, while also meeting timely business objectives. Because of the nature of their membership model, most sales occur in the first week of each month. New styles take priority during this period, as VIP members browse the latest arrivals. Alternative merchandising strategies are often applied to the same products in the weeks that follow.
Fabletics also regularly releases celebrity collaborations, and leverages merchandising tools to curate collection pages featuring their limited edition products. In addition, the brand creates merchandised landing pages for specific influencers, focusing on the products and promotions that the individual has showcased on their respective platform.
Enhanced reporting is another key benefit for the Fabletics team. “I think the thing I enjoy most about Searchspring is the insights and reporting. It’s really good for me to understand what contribution we’re actually seeing from Searchspring and how it’s really impacting our business,” says Jamieson.
“We don’t usually work with vendors but we are incredibly impressed with what Searchspring can do. It’s probably one of the best platforms I’ve seen, and I’m a product manager. For me, it was all about the usability and giving power back to our marketing teams.”