Revolve continues to reinvent the business of style with eCommera’s DynamicAction solution

This article is brought to you by Retail Technology Review: Revolve continues to reinvent the business of style with eCommera’s DynamicAction solution.

Revolve is known by fashion industry leaders, style bloggers and tastemakers as the home to more than 500 cutting edge designer brands. With a strong social media prowess and loyal celebrity following, Revolve is dedicated to being a trendsetter not only in fashion, but also in business. But, the growth of Revolve is more than just glossy photos, beautifully curated lines and parties at the Revolve Malibu House. Behind the glamour lies an infrastructure of astute business understanding, rooted in data analysis, customer focus and streamlined operations.

Revolve plans to take that business excellence to the next level with the integration of DynamicAction, a SaaS solution that collects, integrates and analyses thousands of data sources to provide daily actionable insights and recommended business changes. The rapidly-growing fashion site, which carries carefully curated designer clothing, shoes and accessories from brands including Alice + Olivia, BCBGMAXAZRIA, Clover Canyon and Rebecca Minkoff, as well as exclusive lines, has entered into a partnership with eCommera to utilise DynamicAction, and is currently implementing the Decision Intelligent Commerce solution.

"What I love about DynamicAction is that it merges together strategy consulting, business analytics, and a very deep knowledge of the data sources from which the issues stem to truly solve business problems," said David Pujades, Chief Operating Officer for Revolve. "We have a keen understanding of our data, and PhD mathematicians working internally on our analytics, but the value that DynamicAction can potentially bring to the table is simply something that cannot be hired internally. DynamicAction intends to link every aspect of our business - from marketing to merchandising to shipping and returns – to unveil areas of concern or growth opportunities, and propose corrective actions ranked according to expected profit to the company."

The senior management team at Revolve sees the future of online retailing relying heavily on the ability to view the operations of each internal department, the profitability of each external campaign and the viability of every new product release in a rapid and holistic manner.

"It is natural in the fast-paced digital fashion space for each internal team to develop their own set of metrics, from their own point of view," said Pujades. "But to continue to grow our business rapidly, while setting style trends for our highly engaged and digital-savvy customers, it will be vital to connect all of those dots and align priorities and efforts across departments. We anticipate DynamicAction will allow us to better guide the business at a strategic level, while simultaneously providing us with key action items that need to be addressed to keep growing the health and revenue of our organisation."

Technically speaking, DynamicAction will analyse a broad set of Revolve's data points – from search and affiliate data, to merchandising and shipping data – to provide daily actions that should be taken to improve business performance. Areas of concern such as profitability impact, media waste, product availability and customer purchase history are displayed in a single viewpoint, and ranked by the profit the organization could generate by addressing each need.

"It is a professional thrill when you get a chance to work with an innovative client that truly 'gets it,'" said John Squire, president of eCommera North America. "The team at Revolve simply 'get' that the days of underutilised and disconnected data are coming to an end. They understand that business intelligence was the answer in the early 2000s, but that what the most successful retailers of tomorrow will have is Decision Intelligence – the ability to not just repetitively report or discover that 'something' is trending negatively within an organisation – but to receive daily, insightful and detailed actions that allow for accelerated decision making and rapid profit growth."

Revolve joins a growing list of forward-thinking brands that are adopting a decision intelligence approach to omni-channel commerce, including Sur La Table, Brooks Brothers, T.M. Lewin, Jaeger and Matches Fashion.