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KENZO

Personalization Innovator Award Winner

Harnessing the power of advanced personalization and A/B testing technologies, KENZO has revolutionized its approach to meeting the distinct needs of both new and returning customers in real-time. By delivering meticulously tailored product recommendations, bespoke merchandising, and timely push notifications, KENZO has redefined the eCommerce experience, forging a stronger and more meaningful connection between customers and the brand, delivering 7x ROI and setting the bar within LVMH for what a personalized luxury experience can be.
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The Warehouse Group Deckers
Awarded to organizations who have a complete grasp of experience optimization and push the limits of personalization to create real value for their customers and their businesses.
In 2022, KENZO embarked on a thrilling rebranding journey with the arrival of its new creative director, Nigo. That year, KENZO became trailblazers in server-side recommendation implementation, thanks to a groundbreaking partnership with the LVMH Optimization Lab. This collaboration propelled the team beyond a “one-size-fits-all” approach, embracing bespoke merchandising — a journey that has positioned KENZO among the most advanced Maisons in LVMH for personalization, and setting a new standard in luxury eCommerce. Just last year, KENZO soared past its personalization goals with a winning test rate of 66% while also surpassing its influenced revenue uplift targets by 334%.

How KENZO Does It

Push notifications at KENZO are designed to improve conversion, product discovery, and data capture. To achieve this, after exhibiting a combination of user behavior or intent signals, users are nudged to access their cart or Wishlist page, “Just for You” page, or the Account Creation/Login page.

KENZO implemented six server-side product recommendation experiences to avoid client-side bugs, increase page speed, and enable advanced tracking. Using API recommendation campaigns allows KENZO to rely on a lighter product feed and reduce maintenance errors. A dedicated development team with an independent roadmap and bandwidth allows for more flexibility.

KENZO’s Gift Finder adds gamification and personalization to the gifting experience, using strategically placed pushes throughout the site to increase engagement with the experience that not only delivers a personalized selection of products, but also gleans valuable information about customers outside of their direct preferences, such as style, budget, and preference for gift giving.

What it looks like

Personalized Badge Recommendations
Overhauled Product Listing Pages
Guided gift finding

Personalized Badge Recommendations

KENZO harnessed the power of personalized badges on its product recommendation widgets on product listing pages (PLPs). For returning customers, the widget features a “Just for You” label and recommended products that are based on affinity data. For all other audiences, the widget is marked “Trending” and highlights the hottest selling items. This clever labeling boost has driven a remarkable +12% uplift in product click-through rates.

Overhauled Product Listing Pages

KENZO evolved its “Just for You” experience on the PLP from a single page with three separate carousels—affinity, recently viewed, and most popular—to a sleek dual-product list format that now features up to 24 products. The strategic PLP overhaul has sparked impressive engagement surges, with a 260% boost in interactions for the affinity-based list and an astonishing 833% increase for the recently viewed list.

Guided gift finding

Pushes to KENZO’s Gift Finder experience were placed directly in the menu, on the homepage, within select category pages, as well as a custom-built landing page for acquisition and CRM campaigns. During the experience, simple and valuable elements glean information about who the guest is shopping for (Men, Women, Genderless, Kids), their preferred style (East Meets West, Winter Staples, KENZO Graphics, etc.), and budget (Less than XX €, between XX and XX €, From XX €) to deliver a personalized selection of gifts. Last year, the Gift Finder hit 174% of its traffic target and 108% of post-click revenue target.

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What’s next?

Kenzo has its eyes on further redefining the shopping journey with a cutting-edge, customer-centric approach. The team is set to revolutionize their Deep Learning and Affinity product recommendations with enhanced CRM onboarding and refined algorithms powered by AdaptML. They’ll deliver a truly personalized omnichannel experience, spotlighting product recommendations within email campaigns and soon launch their first server-side A/B test for personalized merchandising on the PLP. Embracing the future of eCommerce, Kenzo will also shift from traditional browsing strategies to innovative, interactive formats, like push notifications fine-tuned by Empathic Audiences. To top it off, the team will harness predictive user segmentation, leveraging initial interactions of similar users to accelerate and tailor personal experiences.

The team behind the experiences

Prathamesh HoshingHead of Omnichannel Performance

Prathamesh is in charge of strategic and operational aspects of eCommerce as a product; including personalization, analytics and A/B testing.

Arthur DedienneCRO Expert at LVMH Optimization Lab

Arthur helps KENZO and other LVMH Maisons run impactful web experimentation and personalization programs.

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