E-Commerce

Under Armour Netted a 17% Recommender Conversion Rate

Under Armour CZ reached its goals with Luigi’s Box Search, Recommender, and Product Listing, which brought higher conversion rates.

Based Global
Platform Salesforce Commerce Cloud
Segment Fashion
Products
- Analytics
- Recommender
- Search

Under Armour Netted a 17% Recommender Conversion Rate

How Under Armour entered the sportswear game

Under Armour is an American sportswear and footwear company known for its high-performance athletic apparel, footwear, and accessories. Founded in 1996 by Kevin Plank, the brand became popular for its moisture-wicking fabric designed to keep athletes dry and comfortable. Under Armour competes with brands like Nike and Adidas, offering products for various sports, including running, training, basketball, and golf.

Easy implementation was a key factor in choosing Luigi’s Box

Since we didn’t have to invent and develop our solution, we received excellent value from Luigi’s Box tools. Search, Recommender, Analytics, and Product Listing simply bring the results we expected, and we couldn’t be happier with our choice.

Petr Piskovský

IT manager, Under Armour CZ

Improving online selling with an easy-to-integrate solution

Under Armour CZ wanted to significantly improve its online selling capabilities with a new search solution for its website. However, they quickly discovered that developing their solution proved costly and time-consuming. Due to a previous great experience with integrating Luigi’s Box on the Zoot website, Digital People Group, which runs both e-commerce stores, chose Luigi’s Box to solve this and various other challenges.

Seamless integration of Luigi’s Box

Under Armour CZ needed a smooth and efficient integration of Luigi’s Box into their website without major development efforts. Since their e-commerce platform was shared across multiple stores in the group, they required a solution to align with existing systems and minimize implementation time.

Solution:

Integrating Luigi’s Box was quick and hassle-free due to a pre-built implementation for the platform used by Zoot. This case used the same system, so Luigi’s Box implementation was more straightforward to prepare for the second time. This previous experience helped streamline the process for Under Armour CZ, ensuring a smooth deployment with minimal technical effort.

Relevant Autocomplete suggestions

Under Armour CZ needed to improve the accuracy of autocomplete search suggestions to ensure customers could find products quickly, even when using slang, typos, or synonyms. With thousands of products on the site, it was essential to provide the most relevant search results in real time.

Solution:

AI-powered search engine by Luigi's Box and Autocomplete intelligently understands synonyms, slang, and typos, significantly enhancing autocomplete accuracy. It selects the most relevant products from thousands of options, ensuring that customers receive precise autocomplete suggestions and search results, leading to a better shopping experience.

Autocomplete brings the ability to make searches faster and helps discover new products.

Improving search accuracy for product attributes

Customers often searched using specific attributes like color, gender, or style, but the previous search system struggled to deliver precise results. This led to frequent no-results pages and a poor user experience, similar to the challenges observed in Zoot’s case study.

Solution:

Luigi’s Box improved search accuracy by intelligently mapping product attributes. This ensured that search results always displayed the most relevant products, significantly reducing no-results instances and improving overall accuracy.

Searching with color, size, material, and other attributes is a convenient way to find products.

Maintaining search quality with merchandising

Under Armour needed to provide high-quality search results while aligning with business objectives, such as promoting specific products or maintaining category visibility.

Solution:

Luigi’s Box optimized search results by balancing relevance and business priorities. The system ensured customers saw the most relevant products while also supporting Under Armour’s merchandising goals.

Under Armour can promote discounts, novelties, and much more directly in Luigi’s Box Search.

Delivering custom product recommendations

Under Armour wanted to enhance product pages with relevant recommendations to improve upselling and cross-selling. They aimed to display complementary and similar products based on the primary item’s attributes.

Solution:

Product recommender by Luigi’s Box suggests complementary products (e.g., socks for running shoes) and similar alternatives within the same category. Recommendations considered product color, availability, and more, ensuring only in-stock items in the correct size were shown. This improved product discovery and increased average order value.
The recommendations for complementary products show up with the title “Complete your outfit”, to encourage customers to buy more items. Additionally, the recommended products show up available in the same size as the one customers are viewing at the time. So, if they have a shoe size 42, recommendations will show socks that match the same size.

Handy outfit suggestions can significantly increase the cart value with little effort from the company.

Personalized shopping experience for each customer

Under Armour CZ needed a personalized shopping experience that adapted to individual users while optimizing product visibility and ranking for merchandising goals.

Solution:

Real-time personalization customized product listings based on user behavior and scoring models. This ensured that each customer saw the most relevant products, improving engagement and conversion rates.

A dedicated solution helped Under Armour CZ score great results

The company first saw great A/B test results from Luigi’s Box on a partnered e-commerce website and decided to implement Luigi’s Box on the Under Armour CZ websites as well.

Results

Under Armour’s Search conversion rate rose to 15%, which is 83% above the industry average. The Search usage went up to 8%, which is 20% above the industry average. Luigi’s Box Recommender also brought positive results, with a 17% conversion rate.

8%

Search usage

15%

Search conversion rate

17%

Recommender conversion rate

What does Under Armour CZ like about Luigi’s Box

Efficient customer support and extensive product documentation
No need for maintenance, as Luigi’s Box handles all of it
The option for processing multiple languages to accommodate audiences from various markets
Fast search that offers product filtering options and indexing of any product parameters
Efficient custom product recommendations that bring results
Easy access to important Analytics