How Apparel Retailer Summum Improved Conversion Rates by 19% in Just 5 Weeks with Advanced Merchandising
Looking to increase their overall conversion rate, Summum set out to move from a single-parameter sorting strategy to an advanced, multiple-parameter sorting strategy, something they came to Kimonix for help with.
19%
Conversion Rate Growth
About
Summum is a women's apparel fashion label that Jos and Jorien Wijker started in 1998. Positioned as a down-to-earth Dutch brand with international appeal, they focus on creating on-trend and timelessly classic designs that both look great and are comfortable.
Goals
- Increase overall conversion rates
- Reduce non-moving inventory while improving conversion rates
- Move from a single to a multi-parameter sorting system
The Challenge
Summum wanted to switch to an advanced, multiple-parameter product sorting strategy to drive their overall store conversion rate. However, they didn't want to risk a drop in sales or revenue with their strategy change, so they were looking for a streamlined approach and tool.
Their Approach and Solution
With the help of Kimonix, Summum were able to better balance between sales, conversion rates, variants with stock ratio, inventory, and more. They created an advanced product sorting strategy that factors in "how many sizes are in stock" (and other inventory optimization metrics) into their merchandising strategy.
The seamless implementation was made possible by Ask Phill, Summum's Shopify development partner, who ensured Kimonix integrated smoothly with their existing tech stack. As a Shopify agency specializing in fashion ecommerce, Ask Phill helped optimize the technical setup so Summum could start seeing results within weeks rather than months.
For an apparel brand like Summum, merchandising based on "how many sizes are in stock" is crucial for the conversion rate. And then, by combining that metric with the other essential parameters, they were able to fine-tune their strategy until they saw a significant impact on their store's overall conversion rate.
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“Working with Kimonix felt less like a partnership on paper and more like being on the same team. Clear communication, shared judgment, and a real focus on what matters for the brand made the Summum project noticeably smoother.”
The Results
In just five weeks, Summum saw a 19% increase in their store's overall conversion rate, successfully transitioning from single-parameter to multi-parameter sorting without any negative impact on sales.
Conclusion
★★★★★
“Kimonix is a great tool for merchandise collection pages, whether for very basic or more advanced (AI) strategies. One of the most critical factors for us, as a smaller eCommerce team, is that it is effortless to install and use by the end user, basically, no development needed.”
Anouk Janse
eCommerce & Online Marketing Manager, Summum
Frequently Asked Questions
What results did Summum see with Kimonix?+
Summum grew conversion rate by 19% through automated, data-driven collection merchandising.
How did Summum grow conversion rate by 19%?+
By letting collection ordering follow live performance data rather than a fixed manual arrangement, so the products most likely to sell led each collection and stayed current as that changed.
Does automated merchandising work for women's fashion brands?+
Yes, and seasonality is the reason it holds up. Fashion catalogs change constantly through new arrivals, sell-through and seasonal shifts, so a manual ordering decision is out of date almost immediately. Summum grew conversion 19% by automating it.