Zizzi's ambitious omnichannel vision brought to life
By integrating online and in-store experiences, Zizzi has become a leading omnichannel retailer, offering exceptional, personalised shopping experiences and setting new standards in plus-size fashion retail.
index for Club Zizzi membership growth
repeat customers
increase to an already impressive conversion rate
share of total revenue generated in the new web shop
e-commerce revenue generated by permissions
CSAT in customer service over running 12-month period
The inclusive fashion industry and plus size clothing have seen robust growth in recent years, with Zizzi as a leader in Denmark and Northern Europe. With about 30% of the revenue coming from digital sales pre-covid, it was critical to do a complete refresh of Zizzi’s IT architecture to meet scalability and serve the best-in-class plus size fashion experience.
In 2021, Zizzi and IMPACT Commerce teamed up to create a world-class digital setup, delivering a delightful, inclusive, seamless, and personalised shopping experience for Zizzi’s customers, fondly referred to as “her.”
At heart was to gracefully provide her with a “club feel” experience, serving lifestyle that makes her look and feel good, at any point of contact – digital as physical – and with market leading service excellence.
Gold in ‘Best in E-commerce’
Silver in ‘Best in Digital Business Development’
OVERCOMING THE COMPLEXITY IN PLUS-SIZE FASHION
Plus-sized women often show a more sensitive online buying behaviour. They need detailed size and shape guides and more visual guidance with models of all shapes and sizes.
So, the challenge was to balance this complexity in serving the right fit while keeping it gracefully simple for Zizzi’s digital customers.
Therefore, the strategy relies on real-time updated customer data, a new flagship store concept, and an updated customer service strategy, to provide great user experiences and customer service digitally as well as in physical stores.
Truly omnichannel, Zizzi now brings the club feel, individualised service touch and more exclusive shopping sensation to both online and physical experiences.
MARKET-LEADING TECH STACK FOR ADVANCED PERSONALISATION
Zizzi and IMPACT Commerce planned and implemented a new IT architecture to connect all needed data points, enabling highly personalised shopping experiences and marketing automation at every customer interaction.
The new platform integrates Salesforce Commerce Cloud, Service Cloud, Marketing Cloud, Raptor personalisation & CDP, Sitoo mobile point of sale, PIMCore, and Zizzi Order Management. This platform has proven its worth in sales and efficiency and is scalable for Zizzi’s future growth, allowing new online shops to launch in just 4-6 weeks.
To meet customers’ unique needs, the online size guide is a central part of the solution. The guide combines a fitting guide, a figure and shape guide highlighting curves, and a size guide, which, for example, offers customers a body shape matching for jeans variants.
Club Zizzi members can save preferred sizes, favorite categories, and styles for personalized recommendations and pre-set suggestions. With a new recommendation engine and CDP, Zizzi collects and activates more relevant customer data for personalised content and size guides.
Powered by salesforce
ENHANCED EXPERIENCE & STORE INTEGRATION
To deliver a guided online shopping experience similar to physical stores, Zizzi introduced a new “Shop the Look” functionality with styled guidance on outfit assembly. All styles are gathered on one page with a size guide and total price for a seamless shopping experience.
A new mobile PoS allows Zizzi’s store advisors to provide an engaging shopping experience, from advisory and check-out to omnichannel services like click and collect.
In flagship stores, customers benefit from the ‘endless aisles’ feature, which, along with in-store self-service screens, enables them to browse the full online catalogue while in-store. They can also populate a basket that can be seamlessly transferred to store sales assistants for a streamlined checkout process.
This is tied together with more than 50 marketing automation triggers to serve the customer journey from initial awareness to deep Club Zizzi loyalty and follow-ups on in-store personal shopping visits.
DRIVING REVENUE GROWTH
Zizzi has transformed from an in-store business to a thriving omnichannel plus-size fashion and lifestyle player set for international growth. The new platform enables Zizzi to offer premier inclusive shopping experiences with data-driven personalisation across markets.
Before the pandemic, 70% of revenue was in-store; now, online drives 70% of the revenue. Despite transforming the full set of e-com systems and facing global economic challenges, Zizzi grew online revenue by 16% from 2021 to 2023, reaching nearly half a billion DKK in net digital sales.
With a focus on performance and optimisation, Zizzi boosted its conversion rate by 16% in 2023, on top of an already market-leading rate above 4%. During Black Week 2023, orders grew 2.6% compared to the record-breaking 2022.
increased LOYALTY & EFFICIENCY
Customer loyalty is key to Zizzi’s success, with 75% of customers being Club Zizzi members. In 2023, Club Zizzi saw impressive index figures: member growth at index 127, basket size at index 101, and Customer Lifetime Value at index 107. The new Flagship Stores have increased visits and higher AOV.
In 2023, Zizzi moved customer service internally, changed the platform, and enabled service by experienced store staff. This resulted in a CSAT jump from 67% to 91% over the last 12 months.
Zizzi has also implemented AI-based translation for 1.4 billion words annually, reducing turnaround time on 70,000 translation jobs from 20 hours to 1-2 hours. Along with insourcing customer service on a new platform, this saved Zizzi 30% of service costs in 12 months, a seven-digit reduction.
As one of the leading and most influential plus-size fashion brands in Northern Europe, Zizzi aims to redefine fashion inclusivity. For over two decades, Zizzi has been committed to making quality plus-size fashion accessible, focusing on fit and style that celebrates the curves of all women’s bodies.
Through a significant digital transformation, Zizzi has achieved record-breaking results, with a turnover increase of 86% over five years, reaching 732 million DKK, and a 400% growth in primary operation results. With over 120 stores, Zizzi is a market leader in Scandinavia, recognised as the fastest-growing curvy brand in the Nordics.
Want to lift your omnichannel setup?
Reach out to Kasper. He’ll tell you more about our work with Zizzi and help you explore your omnichannel possibilities.
