By Bethany Biron.
Typically, retailers are hesitant to try the “throw everything at the wall and see what sticks” strategy, but for Alice + Olivia, experimentation is at the core of unveiling best practices on e-commerce.
When Marianna Satanas, vice president of e-commerce at Alice + Olivia, joined the company four months ago, she said there were nearly 30 separate experiments being conducted on the website, testing digital elements like imagery and product labeling. Her goal was to streamline these efforts with a focus on personalization tailored to consumer demographic and market, while improving UX design and overall merchandising. While this might seem lofty, Satanas was quick to emphasize that Alice + Olivia’s digital tests are “not tech for tech’s sake,” while speaking at an event in New York on Wednesday.
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