Meet Kurt Geiger
Kurt Geiger is a globally renowned fashion and accessories brand with a strong presence in the UK, US, and Mexico.
Known for its trend-forward collections and commitment to premium experiences, the digital team—led by Laura Young (Global Head of Digital Trading), Sean O’Rourke (International Trading Manager), and Gareth Rees-John (Chief Digital Officer)—has continuously explored innovative ways to enhance the online journey.
As a longstanding AdaptiveCX client since May 2015, Kurt Geiger continues to push the boundaries of digital commerce with a focus on personalization, customer retention, and delivering the right product to the right customer at the right time.
The Challenge: Rising Costs, Missed Connections
By 2024, the Kurt Geiger team recognized a growing need to deliver more relevant and individualized digital experiences. Two primary challenges emerged:
Rising marketing costs with diminishing returns
Despite a robust product catalogue, the brand faced limitations in surfacing the most relevant items to each visitor—leading to missed revenue opportunities, higher acquisition costs, and less efficient use of marketing spend.
Limited ability to personalize at scale
Without real-time insights into user intent, the homepage remained a static storefront rather than an adaptive, customer-first experience.
The Goal: Right Product. Right Customer. Right Now.
The team set out to transform the homepage from a static storefront into an intelligent, adaptive experience. Their goal:
- Personalize product recommendations based on real-time user affinities
- Boost key KPIs: homepage click-through rate, product page views, “add to bag” rate, checkout rate, and conversion rate
- Reduce bounce rates and increase the percentage of sessions resulting in deeper product discovery
Why AdaptiveCX
Kurt Geiger chose AdaptiveCX for its rapid deployment capabilities, minimal reliance on internal development resources, and robust session-based personalization engine. The ability to ingest and act on real-time session data was critical—enabling Kurt Geiger to offer a level of precision typically found in physical retail environments.
“Leveraging real-time session data gave us insights even more granular than what we’d expect in a physical retail environment. That’s where AdaptiveCX truly differentiates itself.”
Laura Young, Global Head of Digital Trading, Kurt Geiger
The Solution: One Carousel. Infinite Possibilities.
Kurt Geiger launched an Adaptive Homepage Carousel powered by AdaptiveCX to serve highly targeted product recommendations based on each visitor’s affinities—whether shoes, bags, or other categories.
By identifying user intent at the session level, AdaptiveCX populated a “Suggested For You” carousel dynamically tailored to each visitor.
“AdaptiveCX was quickly implemented without requiring internal tech resources. It has helped us shift focus from managing data to activating it, freeing up our teams to drive strategy and innovation.”
Laura Young, Global Head of Digital Trading, Kurt Geiger
The Results: Bold Moves. Big Wins.
The results from the A/B test were immediate and impactful:
- 23.28% uplift in homepage to product page conversion rate
- 3.37 click to product page for users engaging with the carousel
- 0.32 absolute increase in overall click through rate
- Significant growth in sessions with product views, indicating deeper product discovery
These uplifts confirmed that a more intent-based experience not only improved engagement but also accelerated the customer journey toward conversion.
The Business Impact: Smarter Commerce, Stronger Teams
The introduction of AdaptiveCX’s adaptive carousel has allowed Kurt Geiger to:
- Increase revenue potential by efficiently guiding users to relevant products
- Enhance retention strategies through deeper personalization and reduced bounce rates
- Reduce marketing costs by delivering value through the onsite experience rather than paid channels
- Empower internal teams with automation and insights, freeing time for strategic initiatives
By addressing core business challenges and delivering measurable improvements, AdaptiveCX has become a foundational partner in Kurt Geiger’s broader personalization strategy.
“With AdaptiveCX, we’ve been able to go beyond basic personalization into experiences that actually adapt to each customer in real time. The platform helps us predict user intent and connect people with the right products instantly, which has had a clear impact on revenue. For us, it’s not just about a feature—it’s about building a smarter way of doing digital commerce together.”
Gareth Rees-John, Chief Digital Officer, Kurt Geiger
What’s Next: Going Further, Together
Building on the success of the homepage carousel, Kurt Geiger is working with AdaptiveCX to explore additional personalization initiatives.
Near-term priorities include:
- Expanding Adaptive Search capabilities
- Integrating a Customer Engagement Platform (CEP) to further segment and target visitors
- Increasing purchase frequency and delivering even more granular personalization across the entire journey
With each new integration, the brand moves closer to a truly adaptive commerce model—personalizing an adaptive model in real-time – meeting every visitor with the most relevant experience, each time.
