Volcom is a Californian brand, founded in 1991, that designs clothes and accessories for board sports, surfing, skate boarding and snowboarding. They sell their products on a multilingual website in 20 different European countries, primarily focusing on France, Germany, Spain, UK, and Italy. Volcom has aggressive growth targets on all levers, both e-commerce and digital marketing. Volcom started their e-commerce store in 2014. Before integrating Nosto, they used the native recommendations of their CMS of the time, but they were very manual and not flexible at all.
With a small team managing the site in several countries, the challenge for the brand was to be able to adjust its offer according to visitors’ behavior as well as demographic information, such as language, nationality, and gender.
Nosto’s Technical Solution Manager helped Volcom’s technical teams to integrate the API on Shopify and enabled them to start using the platform quickly. Once integrated, the team has had regular meetings with their dedicated Customer Success Manager, who gave them strategic advice on how to use the full potential of the Nosto platform.
Volcom first started with the use of product recommendations with Nosto, and added other products afterwards. Today, Volcom uses several products from Nosto’s Commerce Experience platform:
Recommendation blocks allow them to always display relevant products based on both the individual’s onsite behavior and his segment.
The dynamic product bundles enable the brand to create “Shop This Look” blocks, which presents to the shopper the items most frequently purchased in addition to the one being viewed. Among the best features of dynamic bundles is that the recommended products are always in stock.
Volcom wants to address its shopper segments differently, especially those with an affinity for the women’s product category. To better address women, the Volcom home page is customized by displaying a banner that highlights feminine products to visitors who have previously shown an interest in women’s apparel.
Pop-ups for New Visitors
Volcom has set up a pop-up according to the life cycle of its visitors. For new visitors, a promotional offer is displayed to encourage them to join the “Volcom Family” in exchange for their email.
Today, Nosto sales stand for 20% of Volcom’s turnover. For visitors who interacted with Nosto products, they saw an increase of 10% on the average order value. The conversion rate was multiplied by 3.5 and the average visit value increased by 3.8 times. In the last half of 2019, Nosto features influenced €200,000 in sales, being responsible for at least €52,000, so implementing Nosto paid for itself in just five days.
Volcom really improved their visitors’ experiences through an optimized customer journey, which allowed them to increase customer loyalty and retention rate onsite.
“Nosto gives us the capabilities to adapt our product recommendations based on each individual’s behaviour and to sync them with segments of shoppers to create truly unique experiences. With Nosto’s Artificial Intelligence, the customer journey is now optimized in real time for each visitor and all point of contact.”
-Matthieu Galtié, Head of Digital, Volcom Europe