16%

increase site-wide conversion rate

20%

increase in conversion rate through search

22%

increase in average order value

Seasalt is committed to helping inspire people of all ages and shapes to dress with creativity and confidence. Since 1981, Seasalt has grown to be the largest employer in Cornwall with over 70 stores in the UK and now has a global reach.

Covid has accelerated the digital transformation at Seasalt. The brand has seen rapid digital adoption from existing customers, and has acquired new digital customers. Seasalt recently replatformed to Magento 2 on all three websites - UK, Ireland and Rest of World and launched with Klevu’s Discovery Suite including Smart Search and Smart Category Merchandising.

 

The role of curation and AI for category merchandising

Seasalt truly believes in being customer-led. With Klevu, they’ve also learned not to over merchandise and to let the AI work.

Recently, during a sale period, the team fully merchandised all products within sale to be in a specific order, based on stock level and other more aesthetic factors. The data showed that customers were not browsing the category that way, and were using filters straight away. 

“When it comes to layout of category pages, we need to be customer led. Whilst it’s important that our pages look the best they can and we are able to show the key products in our collections and categories, it’s much more important for us to show the most relevant products and content to our customers.The website’s responsibility is to drive sales through the web and provide a good customer experience. With Klevu, we’ve been able to find that balance between commercial, merchandising and conversion.” - Jana Lindner, Senior Digital Trade Manager, Seasalt

Now, the Seasalt merchandising team knows that they don’t have to merchandise every product on a category page, they do the first few rows, and then let the machine do the rest.