Thirdlove Try Before You Buy!For some women, online shopping does not compare to the real-life experience of visiting a store — mostly because it contains the risk of ordering something that might not fit. In the end, ThirdLove was better equipped to fulfill its long-term commitment to providing better bras to women everywhere, increasing ARPU by 23%, generating a 3% uplift in conversions, and improving Fit Finder quiz completion rate by 75% for some audiences.
For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria's Secret With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts.
Yet this past April, its parent company, L Brands, was downgraded from "stable" to "negative" by Moody's Investors Service due to "deteriorating operating margins and negative comparable store sales at Victoria's Secret for the past 10 quarters." The downgrade came after a smattering of negative stories about the leading lingerie company and the retailer's apparent reluctance to back away from an oversexualized image.
Compare that to the in-store experience of the cold bright dressing room,” Cohen says, with a stranger measuring you, poking and prodding you.” ThirdLove uses that data to recommend the best size and style for purchase — and, ultimately, to create better products for all its customers.
After tapping Dynamic Yield for access to its powerful personalization platform, the team at ThirdLove began taking a more tailored approach to its customer journey, with experiments resulting in a number of dramatic performance improvements, including a 23% increase in ARPU, 6% uplift in homepage hero banner CTR, and 75% improvement in completion rate for its Fit Finder quiz for first time visitors.
Let's recall Thinx, the period underwear company started up by Miki Agrawal, who was ousted as the company's CEO (or She-E-, as she preferred to style herself) amid reports that she harassed and bullied employees, who in addition to working in a hostile environment were underpaid and provided paltry benefits.
Heidi Zak, founder and CEO of ThirdLove (bras designed for the modern woman”), sure thought so. Knowing that bra shopping is such a difficult and frustrating experience for so many, Zak sought out to solve a problem” with the company, which is best known for innovative features like an online Fit Finder Quiz (no awkward dressing room required!), half-cup sizes, memory foam cups that re-form after wash cycles, a wide range of skin-tone bras meant for every complexion, a try-before-you-buy model, and more.
Zak and Spector are aware of the issue of privacy, an obvious concern as more women are finding photos of themselves leaked on the Internet. More than 14 million women have taken the quiz, and the company has sold four million bras, according to a statement.
A Fast Company article titled Victoria's Secret threw shade at ThirdLove, and CEO Heidi Zak had the perfect response” described Zak as the founder without mentioning Spector at all. The super cool part is that ThirdLove ships you a backup size, so you can try on two bra sizes in the comfort of your own home (with all your favorite tops—it's handy to see how the bra looks under your clothes).
David Spector has the perfect bras and panties and they're beautifully designed, and far from basic. Zak said that the brand doesn't have any set-in-stone plans for a permanent retail store. For decades, the bra shopping experience for women has remained relatively unchanged - head to a store, try on a few pieces, and eventually settle for the least uncomfortable one.