Chelsea Peers Empowers Curve Customers: A Revolution in Loungewear Retail

August 5, 2023

Key Takeaways

  • Chelsea Peers, a DTC loungewear brand, harnesses Nosto’s AI-powered Commerce Experience Platform to significantly boost PJ purchases.
  • The AI system enables a customized shopping experience for curve and maternity customers, doubling their likelihood of purchasing.
  • A focus on promoting inclusivity lies at the heart of the brand, with customers of all sizes being catered to.
  • Mobile shopping is made more efficient and user-friendly with AI-powered category merchandising.
  • The company plans to expand the use of AI in customer segmentation and tailor the shopping experience further.

The Power of Personalized Shopping: Chelsea Peers’ Triumph

Chelsea Peers, an online loungewear and sleepwear brand based in the UK, is changing the game of personalized shopping experience. With a strong commitment to inclusivity, the brand has effectively harnessed the power of AI, provided by Nosto’s Commerce Experience Platform, to create a unique online shopping experience for their curve and maternity customers.

Archie Hudson-Rawlings, Junior E-commerce Manager at Chelsea Peers, shared the company’s mission. “We target a wide demographic—young and old—all with different tastes and requirements,” Hudson-Rawlings said. “Category merchandising can help us ensure that the first products people see will be those they’re most interested in. They’ll also be products in stock, performing well and available in the size they want, so we’re not wasting shoppers’ time and are avoiding putting roadblocks on their shopping journey.”

Inclusivity and Diversity: An Integral Part of the Brand

Promoting inclusivity is a core tenet for Chelsea Peers. The company made a conscious choice to focus on customers with affinities for curve and maternity sizes when introducing the concept of AI-powered category merchandising.

“There are people out there that feel that they can’t just go to a website and buy what they want because of their size—and we want to change this,” Hudson-Rawlings stated. “We’ve invested in making all our products available up to size 28. And tools such as Nosto’s Category Merchandising can help ensure that customers with an affinity to curve sizes will see those items as soon as possible.”

Mobile Shopping Made Easy with AI

With nearly 70% of Chelsea Peers’ sales coming through mobile, Nosto’s Category Merchandising has become an essential tool in the shopping experience. The AI system enhances the efficiency of mobile shopping, overcoming the limitations of a smaller screen by placing the most relevant products at the forefront.

“Some people don’t even scroll to below the fold on mobile, so if they don’t see what they’re interested in immediately, there’s a chance they’ll click away,” explained Hudson-Rawlings.

Expanding the Horizon: From PJs to More

Having witnessed the significant impact of AI in its loungewear segment, Chelsea Peers has broadened its use to a wider range of products. The company is now aiming to identify and target other customer segments, such as preferences for different product attributes like colors or design.

“Before Nosto, we were just manually merchandising based on sales, inventory, high-performing products and so on,” shared Hudson-Rawlings. “However, we sell 200-plus products online and to manage that—and all collections across men’s, women’s, kids, swimwear, loungewear, and pyjamas—would simply take too long. Plus, doing it manually, we wouldn’t be able to do it as powerfully as Nosto. It’s a no-brainer.”

About Chelsea Peers

Chelsea Peers is the home of modern lounging, striving to provide comfort at all times. The brand aspires to help customers live their best lives by feeling comfortable on the inside and outside. They create sleepwear, loungewear, and swimwear that combine planet-conscious fabrics, diverse sizes, and original prints. They are also mindful of the environment, taking careful measures to minimize their impact and contribute towards a more sustainable fashion industry.

About Nosto

Nosto enables online brands to deliver authentic, relevant, and personalized experiences at every touchpoint, across every device. An AI-Powered Commerce Experience Platform (CXP) designed for ease of use, Nosto empowers brands to build, launch, and optimize compelling digital experiences without the need for dedicated IT resources or a lengthy implementation process. Leading brands in over 100 countries use Nosto to grow their business and delight their customers.

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