CASE STUDY
February 4, 2024

How Underoutfit tripled conversions and sold 113 memberships

Client:
Underoutfit
Industry:
Apparel & Accessories
Platform:
Shopify Plus + Gorgias + Postscript
8%
AI-assisted conversions
7%
Increase AOV
113
Memberships sold

Summary

Challenge

Provide personalized sizing information and convey the comfort level of each individual product.

Solution

Reassuring shoppers with proactive sizing guides and answers to questions about the material, fit, and comfort of intimate garments.

Results

8% uplift in AI-assisted conversions and an increase in customer loyalty

About Underoutfit

Underoutfit was the brainchild of a canny DTC duo who’d “been there and got the t-shirt” when it came to launching successful brands. Felix Leshno and his co-founder were keen to create a line of super comfortable, long-lasting garments to wear under your outfit—hence the name. After all, the first thing you do when you get out of the shower is reach for your most comfortable underwear. 

There was no going back when shoppers quickly became accustomed to the level of comfort Underoutfit was offering. In less than a year, the brand grew 300% and scaled from 0 to 7 figures. Leshno and co. knew what they were doing, but they also had a firm grasp on what consumers wanted and needed. 

Challenge

Underoutfit struggled to convey the comfort levels of their garments for each unique body shape

Choosing the right underwear is like choosing a second skin. There’s nothing fast-fashion about it. The perfect choice hinges on comfort, shape, size, and feel—all things that are impossible to deduce from an online picture.‍

Their discerning team of designers had oodles of passion and talent, but it was hard to convey how each product would fit certain body shapes and sizes. Shoppers couldn’t get the information they needed, and so they disappeared without adding a single product to their cart.

The brand needed a way to reassure shoppers who were on the hunt for their second skin. ‍They reached out to Rep AI to bring in an AI shopping assistant onto their site. 

No other chatbot could:

  • Identify disengaged shoppers (Rep’s Rescue Algorithm) and bring them back in
  • Proactively help customers and answer their questions around the clock
  • Help shoppers find the right products for them, and fast
  • Seamlessly pass shoppers & customers to a live human (via Gorgias) if the AI can’t answer a question
  • Get more email subscriptions to their newsletter
  • And sell more memberships to their new program 

The team at Underoutfit just wanted to help shoppers find the right products fast. But what they got was a much more holistic solution.

Solution

Instant Reassurance and Round the Clock Advice for Skeptical Shoppers

The clothes that sit closest to our skin need a little more thought behind them—and when shoppers had questions, they wanted answers now. ‍

Underoutfit used Rep to absorb its FAQs so that it would automatically answer shopper questions on-the-fly. Customers could ask for the size and fit of a product in-line with their body shape and get personalized recommendations that weren’t freely available on product pages.

On top of giving unique sizing information and offering personalized product recommendations, the AI can educate shoppers on what makes Underoutfit’s garments different (and better) than the rest. The AI does this by analyzing past customer conversations, taking cues from customer responses, and understanding the key questions and pain points shoppers have.

The AI is also powered by ChatGPT, so its responses are more thoughtful and appropriate. People need reassurance when they buy, and Rep is able to maintain the brand’s voice and tone, so it doesn’t feel separated from the rest of the site.

Results

Lift in Conversion Rates and Long-Term Customer Loyalty

Rep AI keeps shoppers engaged and creates a personalized experience for each and every customer. It supplements Underoutfit’s lean customer support team to prevent dropoffs and provide shoppers with the information and confidence they need to purchase.

They also lifted their conversion rate by 8%, which is a 300% increase from what they were doing before. Here’s Felix Leshno, their founder:

“Rep has been a great help to us. The AI salesperson is able to answer any product-related questions and recommend products that are best suited for the customer. By helping out with basic questions Rep was able to reduce customer support tickets. Not to forget that the conversion rate has increased exponentially.”

– Felix Leshno,
Co-Founder of Underoutfit 

And their new membership program? They sold 113 so far through the concierge. Not a bad start.

Industry:
Personal Products

Platform:
Shopify + Gorgias

Challenge:
Educate and reassure shoppers new to the self-love game.

Solution:
Answering in-the-moment questions and busting self-love myths to guide shoppers right the way through to the sale.

Results:
Increased conversions, more shopper confidence, and reduced pressure on the customer support team.

Summary

Challenge

Provide personalized sizing information and convey the comfort level of each individual product.

Solution

Reassuring shoppers with proactive sizing guides and answers to questions about the material, fit, and comfort of intimate garments.

Results

8% uplift in AI-assisted conversions and an increase in customer loyalty

Challenge

Vush couldn’t keep up with the influx of pre-purchase questions from self-love newbies

While there’s no shame in the self-love game, Vush found that people had questions before dropping a hundred bucks on a sex toy. Nervous newcomers were keen to find out more about the brand’s products, like how they worked and what they were good for, which led to an influx of pre-purchase tickets that put a lot of pressure on the support team.

While the team was keen to help, it was impossible to answer every query in real-time. This killed the moment and shoppers lost their nerve, leading to a drop in conversions. What’s more, shoppers didn’t always feel comfortable reaching out to a live agent to discuss the intimate details of their bedroom antics, which left Vush looking for a delicate, on-demand solution.

The Solution

On-demand education and support for nervous, first-time buyers

Vush partnered with Rep AI to tackle both pre- and post-purchase questions with the goal of reducing the customer service team’s workload. Discrete education was top of the to-do list, and the brand used Rep to guide shoppers to relevant blog posts and research. With self-select options that include further reading on sexual wellness, customer care, reviews, and a product match quiz, shoppers are given the reassurance and confidence they need to make a purchase.

And, if the query requires a human touch, Rep’s integration with Gorgias seamlessly moves the conversation to a real agent for extra special care and attention. Vush has strategically customized its chatbot to deliver short answers and direct shoppers to relevant blog posts where they can explore more information about Vush’s mission and products. Perhaps the biggest draw is that Rep can identify shoppers who’ve shown an interest but are too shy to take the plunge.

“Implementing Rep has really helped us broach people when it looks like they’re exiting. We can put forward a couple of options and they have the choice to say hey, I’m a beginner, or I need some education, so we can help them embrace their journey and stay on site for longer until they feel comfortable enough to buy,”

says Fiona Scrymgeour, Marketing Director for Vush.

We get a lot of tickets coming through. Rep actually helped us get down to what it really is that each individual person needs. There's been a definite drop in customer support tickets.

Fiona Scrymgeour
Marketing Director for Vush.

Results

Increased conversions, fewer tickets, and satisfied customers

By automating common customer questions, Vush managed to reduce the workload of the support team and provide a better in-the-moment experience. Traffic to blog posts has shot up almost four times, and an increasing number of customers are satisfied with the experience, leading to a 10% increase in CVR. Implementing Rep has revealed a secondary benefit too.

The solution has not only increased sex toy sales, but it’s also educating new pleasure seekers and giving shoppers the confidence they need to buy extremely personal products—a win-win for Vush, whose ultimate mission is to break down the taboo of self-love talk.

Enhance your customers’ shopping experience with conversational AI

Shoppers deserve a better experience—so let's give it to them. Conversational Shopping is the future of commerce. Join us.

Rep AI - eCommerce AI chatbot that converts more and sells more | Product Hunt

How Underoutfit tripled conversions and sold 113 memberships

Case Study

Summary

Challenge

Provide personalized sizing information and convey the comfort level of each individual product.

Solution

Reassuring shoppers with proactive sizing guides and answers to questions about the material, fit, and comfort of intimate garments.

Results

8% uplift in AI-assisted conversions and an increase in customer loyalty

Underoutfit

by the Numbers

8%
AI-assisted conversions
7%
Increase AOV
113
Memberships sold

About Underoutfit

Underoutfit was the brainchild of a canny DTC duo who’d “been there and got the t-shirt” when it came to launching successful brands. Felix Leshno and his co-founder were keen to create a line of super comfortable, long-lasting garments to wear under your outfit—hence the name. After all, the first thing you do when you get out of the shower is reach for your most comfortable underwear. 

There was no going back when shoppers quickly became accustomed to the level of comfort Underoutfit was offering. In less than a year, the brand grew 300% and scaled from 0 to 7 figures. Leshno and co. knew what they were doing, but they also had a firm grasp on what consumers wanted and needed. 

Challenge

Underoutfit struggled to convey the comfort levels of their garments for each unique body shape

Choosing the right underwear is like choosing a second skin. There’s nothing fast-fashion about it. The perfect choice hinges on comfort, shape, size, and feel—all things that are impossible to deduce from an online picture.‍

Their discerning team of designers had oodles of passion and talent, but it was hard to convey how each product would fit certain body shapes and sizes. Shoppers couldn’t get the information they needed, and so they disappeared without adding a single product to their cart.

The brand needed a way to reassure shoppers who were on the hunt for their second skin. ‍They reached out to Rep AI to bring in an AI shopping assistant onto their site. 

No other chatbot could:

  • Identify disengaged shoppers (Rep’s Rescue Algorithm) and bring them back in
  • Proactively help customers and answer their questions around the clock
  • Help shoppers find the right products for them, and fast
  • Seamlessly pass shoppers & customers to a live human (via Gorgias) if the AI can’t answer a question
  • Get more email subscriptions to their newsletter
  • And sell more memberships to their new program 

The team at Underoutfit just wanted to help shoppers find the right products fast. But what they got was a much more holistic solution.

Solution

Instant Reassurance and Round the Clock Advice for Skeptical Shoppers

The clothes that sit closest to our skin need a little more thought behind them—and when shoppers had questions, they wanted answers now. ‍

Underoutfit used Rep to absorb its FAQs so that it would automatically answer shopper questions on-the-fly. Customers could ask for the size and fit of a product in-line with their body shape and get personalized recommendations that weren’t freely available on product pages.

On top of giving unique sizing information and offering personalized product recommendations, the AI can educate shoppers on what makes Underoutfit’s garments different (and better) than the rest. The AI does this by analyzing past customer conversations, taking cues from customer responses, and understanding the key questions and pain points shoppers have.

The AI is also powered by ChatGPT, so its responses are more thoughtful and appropriate. People need reassurance when they buy, and Rep is able to maintain the brand’s voice and tone, so it doesn’t feel separated from the rest of the site.

Results

Lift in Conversion Rates and Long-Term Customer Loyalty

Rep AI keeps shoppers engaged and creates a personalized experience for each and every customer. It supplements Underoutfit’s lean customer support team to prevent dropoffs and provide shoppers with the information and confidence they need to purchase.

They also lifted their conversion rate by 8%, which is a 300% increase from what they were doing before. Here’s Felix Leshno, their founder:

“Rep has been a great help to us. The AI salesperson is able to answer any product-related questions and recommend products that are best suited for the customer. By helping out with basic questions Rep was able to reduce customer support tickets. Not to forget that the conversion rate has increased exponentially.”

– Felix Leshno,
Co-Founder of Underoutfit 

And their new membership program? They sold 113 so far through the concierge. Not a bad start.

Enhance your customers’ shopping experience with hyper-contextual and personalized conversational AI

Request a demo

Shoppers deserve a better experience—so let's give it to them. Conversational Shopping is the future of commerce. Join us.

Rep AI - eCommerce AI chatbot that converts more and sells more | Product Hunt