Cettire is built on the same model as many other luxury multi-brand department stores that have become smash successes, like Farfetch and Net-a-Porter. One key difference? Cettire is on Shopify. Shoppers at these other premium retailers are used to a premium shopping experience as well. The question is - how is Cettire measuring up? Keep reading to find out the answer in our ongoing Personalization Audit series.
There's no question that as of writing this, Cettire is the biggest luxury department store on Shopify, housing collections from designer brands like Prada, Gucci, Yves Saint Laurent, Balenciaga, and Valentino.
This makes Cettire a bit an anomaly in the Shopify ecosystem, which typically lends itself more to single-brand DTC businesses (like ThirdLove or Rothy's) or multi-brand affordable fashion boutiques (see our recent writeup on Pink Lily here). The closest comparison we could come up with was actually Kith, another brand (with more of a luxury streetwear slant) that we've audited.
Why do we bring this up? Well for one thing, we'd expect a store like Cettire to be willing to invest a bit more in personalization. In particular because compared to pretty much every other Shopify merchant we've audited to date, the brands Cettire carries are much more important than the Cettire store brand itself. This means there are infinite ways for Cettire to segment their audiences and personalize their experience, whether it's by collection (women, men, kids) or by preferred designers - similar to some of the feedback we gave to DTLR and their focus on adidas vs. Nike.
Well...this is a little awkward. We were surprised at how little personalization Cettire has on their entire site. The only place we saw product recommendations was on the product detail pages and the cart, but as you'll see in the next section, there's room for improvement.
Other than that, no part of the site seems to adapt to reflect a returning shopper, nor a shopper's geography, preferences, or browsing behavior. There are no promotions designed to drive bigger basket sizes either. In short, this audit is going to be more about all the ways Cettire is leaving money on the table.
Of all the brands we've looked at in our Personalization Audit series to date, Cettire by far has the least amount of site personalization going on. For a brand with nearly 10,000 products at high end price points from luxury brands, this is pretty shocking.
We would categorize Cettire as being at the beginning of their personalization journey, and would suggest some simple steps to advance the shopping experience. Better product recommendations, promoting bundles, and using recently viewed boxes are all simple fixes that will make the shopping experience that much smoother. But the bigger opportunity Cettire is missing out on is tapping into what makes their shoppers tick, and tailoring the shopping experience accordingly, putting beloved brands at the forefront for every individual shopper.