Case Study

Kenneth Cole

Kenneth Cole Achieves Exceptional Holiday Sales Performance with Nogin’s Ecommerce Technology and Team

 

Background:

Kenneth Cole, a prominent American fashion house, has been a staple in the fashion industry, offering a wide range of stylish and contemporary products for men and women. With the critical holiday sales period approaching, Kenneth Cole aimed to significantly enhance its online sales performance and boost margins by upgrading its ecommerce capabilities and implementing strategic sales and marketing initiatives.

The Challenge:

Navigating through a highly competitive and uncertain market environment, Kenneth Cole sought to outperform its Cyber Week forecast and achieve exceptional sales performance during the 2022 holiday season. The challenge involved creating and executing a strategic discount methodology, maintaining consistent customer communications, and implementing a paid media strategy, all while optimizing conversion rates and maximizing profits.

The Nogin Solution:

Nogin, a leader in innovative Commerce-as-a-Service (CaaS) technology and services, partnered with Kenneth Cole to drive higher sales and boost margins through its Intelligent Commerce technology and expert planning, merchandising, paid advertising, and promotional solutions. Nogin’s headless ecommerce solution provided Kenneth Cole with market-leading ecommerce technology without the associated costs, complexity, time, and risk of moving to a traditional enterprise platform.

Key Implementations:

  • Strategic Discount Methodology: Developed and executed a smart cadence of discounting, offering category-specific and sitewide sales during seasonally relevant times, and the largest sales during Black Friday and Cyber Week.
  • Consistent Customer Communications: Maintained a steady stream of communications to keep customers engaged and connected to the brand throughout the sales period.
  • Paid Media Strategy: Executed a well-planned paid media strategy to acquire customers in Q2 and Q3, leading up to the holiday season.
  • Custom Personalization Strategy: Delivered a custom personalization strategy across the Kenneth Cole website, targeting different consumer segments with the correct offers and discounts to drive sales.

Outcome:

Kenneth Cole, leveraging Nogin’s Intelligent Commerce technology and expert team, achieved significant milestones, including:

  • 29% increase in conversion rate (CVR) and 27% increase in gross merchandise value (GMV) YoY.
  • Up to 172% CVR increase for high-traffic pages due to AI-automated merchandising rules.
  • 52% CVR increase on product pages due to customer personalization.
  • Product add-ons increased units per transaction by 1 and had a 4.3% CVR.
  • Exceptional Cyber Week performance, beating forecasts by 82%, with a nearly 29% CVR improvement.
  • Outperformed Black Friday and Cyber Monday goals by over 102% and 117%, respectively.

Client Testimonial:

“We are thrilled with the success we’ve seen while using Nogin’s commerce platform, particularly throughout our Cyber Week sales this year,” said Jed Berger, President of Kenneth Cole Productions. “With Nogin, we significantly outpaced our holiday direct-to-consumer sales goals, ending the year on a high fiscal note and setting ourselves up for a strong 2023.”

Conclusion:

Kenneth Cole’s partnership with Nogin exemplifies the transformative power of Intelligent Commerce technology and expert planning in achieving exceptional sales performance during critical sales periods. The strategic implementations and meticulous management of sales and marketing initiatives by Nogin’s team enabled Kenneth Cole to significantly outperform its sales forecasts, optimize conversion rates, and maximize profits, thereby setting a robust foundation for continued success in 2023 and beyond.

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