NA-KD.com is an online fashion retailer with a difference. Established in 2016 by Jarno Vanhatapio, the driving force behind Swedish sensation, Nelly.com, it set out with ambitious growth plans. Just four months after launch, it was well on the way to realising those ambitions, already shipping to over 100 countries and attracting an army of loyal customers. But Jarno wanted more and saw innovative approaches to online fashion merchandising as a means of boosting sales and further growing NA-KD’s customer base. With that in mind, he approached Voyado for help, knowing our merchandising solution, Elevate, had the power to deliver, having seen first-hand its effect on sales at Nelly.com.
We have been working with NA-KD for just over a year now and have been delighted to help Jarno drive NA-KD’s success towards both doubled revenue and client base.
How have we done that?
In part, it’s down to our collaborative approach; Voyado is not simply a software vendor to NA-KD. We work closely together, always testing and optimising and have regular meetings to follow up on KPIs, performance and tests.
But it is also thanks to Elevate’s capabilities, which have been tuned to fit with NA-KD’s business strategy.
For instance, a part of NA-KD’s sales relies on influencers to promote the brand and its products – and Elevate helps maximise value from those relationships, automatically creating optimal product relevance on the site by catching trends originating from those influencers.
Similarly, it has helped drive growth and profitability by enabling Jarno to expand in multiple markets with only a small team behind him. Every market is handled separately and automatically but from one interface, without any manual intervention. Quite simply, the team trusts Elevate to constantly optimise product merchandising for each market, which allows them to focus on higher value, strategic growth activities.
One such activity is working with Elevate to select the ideal product exposure strategy for each market – strategies that guide individual, automated merchandising decisions according to higher level business goals. The team has found that some markets respond better to strategies that maximise revenue, while others perform better when the site is optimised for profit or conversion. Crucially, when business imperatives demand it, they can switch between those strategies at the click of a mouse, which has increased NA-KD’s ability to capitalise on market opportunity.
Of course, that customer growth could only drive sales growth if NA-KD remained able to deliver an efficient, satisfying on site experience – and Voyado has supported that.
Elevate has been built from the ground up as a high-level performance system that can take the heat – it processes thousands of requests per second. That scalability and stable, fast performance has played a crucial role in enabling NA-KD to add over 100,000 new customers every month, without compromising the customer experience.
Indeed, that mixture of intelligent, automated merchandising and reliable performance has seen NA-KD recognised as one of Europe’s 20 fastest growing companies.
Needless to say, we are delighted to play a role in helping Jarno to realise his vision for NA-KD – the proof of that support is in the numbers – and we look forward to being there every step of the way as NA-KD’s growth journey continues.
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