MyDress is one of the top fashion e-commerce brands in Hong Kong, with a focus on bringing its customers original designs and high-quality garments that blend comfort with fashion. Launched in 2013, MyDress is partnered with more than 200 fashion brands both within and outside Hong Kong, allowing it to offer customers a wide selection of clothing and accessories.
MyDress’ goal was to effectively implement AI technology that would increase sales conversions to drive revenue. The brand also wanted to improve its overall return on advertising spending (ROAS) by finding more valuable users using precise targeting and delivering dynamic product recommendations to trigger shopper interest.
MyDress’s customer acquisition costs (CAC) were rising in the crowded marketplace.
MyDress was facing both fierce competition and fragmented audiences.
Creating audience segments based on its past experience led to spending inefficiencies.
MyDress engaged Appier to improve audience segmentation for more effective customer targeting, essentially to drive sales and increase revenue. Appier’s AI and machine learning technology coupled with its dynamic product recommendation tool identified the most valuable users and consistently targeted them with the most relevant product recommendations.
Customer acquisition costs dropped by 26%, while conversions went up by 121%
Revenue increased by 127% and ROAS by 30%
Cost per click went down by 56%
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