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Customer story · Folk Clothing
A merchandising strategy that increased conversion rates by 171%
How Folk Clothing put Automations to work and used A/B Testing to find a higher-converting strategy.
Keep the visual instinct, add customer evidence
Folk Clothing is an independent British brand that has spent 25 years making contemporary menswear and womenswear. Its collections have a clear visual identity, so the way products are arranged online is an important part of how the brand is presented.
Folk came to Sort'd Merchandiser after an ecommerce consultant recommended the app. The team initially used its drag-and-drop tools to control collection layouts directly, then began exploring how Automations could take on more of the recurring merchandising work.
The next step was to understand how different product arrangements affected real customer behaviour. Instead of relying only on how a collection looked, Folk wanted evidence it could use to make stronger merchandising decisions.
It's great to use customer insight instead of going purely from visuals
The Sort'd approach
Automations handle the work, A/B Testing proves the strategy
With Sort'd Automations, Folk could turn its merchandising logic into repeatable rules that continued working in the background. The team retained control of its collections while reducing the need to manage every product position by hand.
Sort'd A/B Testing then allowed Folk to compare merchandising strategies using live customer behaviour. Each version could be measured against the same conversion goal, helping the team distinguish a visually appealing arrangement from the strategy that actually encouraged more shoppers to purchase.
Together, Automations and A/B Testing created a practical feedback loop: build a strategy, test it with customers, learn from the result and use that insight to improve future collection merchandising.
- Run merchandising rules automatically in the background
- Compare collection strategies using real customer behaviour
- Use conversion insight alongside the brand's visual judgement
Initially [we used] drag and drop, but recently [we've used] Automations as it's great to know they are working on my behalf in the background.
A/B testing revealed a substantially stronger strategies
+171%
Higher collection-page purchase conversion rate
In their A/B tests, Folk identified higher converting merchandising strategies, including a strategy that achieved a 171% higher collection-page purchase conversion rate.
For Folk, the result showed how Automations can do more than save time. Combined with A/B Testing, they can help uncover better ways to merchandise collections and improve conversion performance.
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