Live from Accu Stadium: Scoring Big with Experimentation in E-Commerce
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November 26, 2025
🇬🇧 11 AM GMT
✕
Spark your curiosity
November 26, 2025
🇺🇸 11 AM CET
✕
Spark your curiosity
We’re taking experimentation out of the office and onto the pitch.
Broadcast live from Accu Stadium in Huddersfield, this 30-minute session gives you a behind-the-scenes look at how data, testing, and teamwork come together to drive e-commerce performance.
You’ll hear how Accu, alongside REO and AB Tasty, put experimentation into action, turning insights into continuous improvement across their digital experience.
Meet the Teams
Accu: A leading e-commerce platform supplying precision engineering components to innovators worldwide
REO: A digital agency focused on performance and experimentation, helping brands use data to drive meaningful results.
AB Tasty: A global platform for experimentation and personalization, empowering teams to optimize experiences and accelerate growth.
What You’ll Learn
⚙️ How Accu uses experimentation to improve customer journeys and on-site performance
🤝 The power of partnership: how REO and AB Tasty work together to accelerate testing and insights
📈 Lessons from the field: practical examples of tests that delivered impact
Maison Francis Kurkdjian’s Signature Scent: Recommendations That Boost Conversions
Behind the scent: Who are Maison Francis Kurkdjian and LVMH?
Maison Francis Kurkdjian is a luxury perfume house founded in 2009 by world-renowned perfumer Francis Kurkdjian and entrepreneur Marc Chaya. Known for its timeless, expressive fragrances, Maison Francis Kurkdjian is part of the prestigious LVMH Group, the global leader in luxury goods spanning fashion, beauty, jewelry, and beyond.
As digital innovation becomes central to luxury retail, Maison Francis Kurkdjian and LVMH are turning to AB Tasty to elevate customer experience through recommendations and smarter, more personalized e-commerce strategies.
Notes of success: Product recommendations and personalization
In the world of luxury, personalization is everything. In 2025, Maison Francis Kurkdjian defined a bold set of digital goals: to personalize the online journey, continuously improve conversion rates pre- and post-checkout, and increase the average basket size.
Product recommendations emerged as a key lever to deliver these ambitions, but doing so with elegance and efficiency required the right technology partner.
With AB Tasty’s Recommendations and Merchandising solution, Maison Francis Kurkdjian transformed browsing into buying – and insights into action.
Scent-sational results:
Within weeks of implementation, Maison Francis Kurkdjian recorded tangible results. The average basket value increased, particularly among new collections. The sales index saw meaningful growth, demonstrating the immediate value of personalized product experiences. Collaboration was fluid throughout the project, with AB Tasty teams praised for their availability, responsiveness, and strategic insight.
This success story is not just about short-term wins—it represents a scalable approach to personalization and experimentation that can support LVMH maisons as they mature digitally and respond to evolving customer expectations.
“After the implementation, we actually saw tangible results, really in the first weeks.”
Louise Colin Tran, E-Commerce Manager at Maison Francis Kurkdjian (LVMH)
The perfect blend: AB Tasty powers Maison Francis Kurkdjian’s digital journey
AB Tasty’s Recommendations and Merchandising solution offered the flexibility, speed, and intelligence Maison Francis Kurkdjian needed. The implementation was seamless thanks to a smooth integration with existing analytics tools and hands-on support from AB Tasty’s dedicated team. More than a plug-and-play feature, the solution empowered Maison Francis Kurkdjian to A/B test recommendation strategies site-wide—turning experimentation into actionable growth.
What’s next? A fragrant path of continuous testing
The partnership continues with a roadmap focused on experimentation, learning, and evolving the personalization journey. Maison Francis Kurkdjian and LVMH are committed to pushing digital boundaries—guided by data, fueled by creativity, and supported by AB Tasty’s industry-leading platform.
“The partnership with the AB Tasty team is a winning one.”
Emilie Jolit, E-Commerce Project Manager at Maison Francis Kurkdjian (LVMH)
The essence of personalized luxury
By embracing experimentation and intelligent product recommendations, Maison Francis Kurkdjian and LVMH have laid the groundwork for a more digitally mature future. Their collaboration with AB Tasty didn’t just improve KPIs – it transformed the digital customer journey into a seamless, personalized experience.
As this perfume powerhouse continues testing, learning, and optimizing, one thing is clear: personalization is no longer a nice-to-have in luxury – it’s essential.
Ready to boost your brand’s performance with smarter recommendations? Let’s talk.
Devred Turns E-commerce Site Into a Strategic Growth Lever Thanks to AB Tasty
10%Utilization rate
Devred’s Digital Success Strategy:
Recommendations, Merchandising, and Web Experimentationwith AB Tasty
Devred, the iconic men’s ready-to-wear brand, has risen to a major challenge: transforming its e-commerce site into a remove genuine driver of strategic growth.
With 300 physical shops and a well-established in-store identity, Devred has embarked on an ambitious drive to conquer digital experiences, attract younger customers, and boost its online performance.
The company chose AB Tasty to implement a comprehensive solution combining recommendations and merchandising as well as web experimentation in order to, reinvent the online customer experience and maximize its digital impact.
Download our case study to see how Devred achieved significant online sales growth by harnessing improved personalization and strategic merchandising, boosting the digital channel’s contribution to overall sales.
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Get your copy of "Devred Turns E-commerce Site Into a Strategic Growth Lever Thanks to AB Tasty" now.
Explore how Figaret’s personalization strategy boosts overall brand sales
+6%User Rate
+10%Revenue per User
How Figaret Transformed Sales with Smart Personalization
Since 1968, Figaret has been a symbol of timeless French elegance, crafting premium shirts and apparel that stand the test of time. But as shopping trends shifted online, this brand knew it was time to innovate. That’s why Figaret embraced AB Tasty’s personalization tools to revolutionize their online shopping experience—and the results speak for themselves.
With personalized product recommendations placed in all the right spots, Figaret made it easier than ever for shoppers to discover their next favorite piece.
On product pages, customers see suggestions tailored to their tastes, and after adding items to their cart, they’re tempted by similar products and top sellers. The result? A seamless, personalized shopping journey (and more sales!) that keeps customers coming back for more.
Ready to see what personalization can do for your business? Take inspiration from Figaret’s success story and start transforming your sales today.
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Get your copy of "Explore how Figaret’s personalization strategy boosts overall brand sales" now.
Samsonite APAC personalizes customer journeys with EmotionsAI
+108%Click on Ratings - Competition Segment
+7.17%Overall Transaction Rate
Explore how Samsonite, a leader in the global lifestyle bag industry and one of the world’s largest travel luggage companies, elevated their digital strategy with AB Tasty.
With luggage being a thoughtful, infrequent purchase, the Samsonite APAC team faced the challenge of helping customers find their ideal luggage solution in as few clicks as possible.
By integrating EmotionsAI and leveraging AI-driven emotional insights, Samsonite APAC tailored the shopping experience based on key emotional drivers like ‘Competition’ and ‘Safety,’ making every interaction more relevant and engaging.
Focusing on critical touchpoints like the homepage, product pages, and checkout, Samsonite saw a 108% increase in clicks on product ratings from the competition segment and a 7.17% lift in transaction rates. By understanding and catering to diverse customer needs across regions, they streamlined the path to purchase and reinforced their position as a leader in the travel industry.
Download the full case study to learn how emotional personalization can revolutionize your customer experience.
Spark your curiosity!
Get your copy of "Samsonite APAC personalizes customer journeys with EmotionsAI" now.
Ulta Beauty’s Palette for Innovation Starts with Experimentation
9%revenue increase
Introduction
Ulta Beauty has been a visionary since day one, striving to celebrate the role of beauty in our lives. The largest beauty retailer in the United States, Ulta Beauty is the premier beauty destination for cosmetics, fragrances, skincare products, hair care products, and salon services.
With core values such as Win Together, Improve Always, and Give Wow Experiences, a part of the company’s digital transformation, Ulta Beauty embraced digital experience optimization as a way to deliver on their vision: To be the most loved beauty destination among guests and the most admired retailer by Ulta Beauty associates, communities, partners, and investors. Ulta Beauty turned to AB Tasty to enhance the retailer’s digital presence by reimagining its Digital Store. The Digital Optimization team, or DOT for short, a dynamic group within Ulta Beauty’s Digital Experience team, was tasked with building and evangelizing an experimentation culture and driving strategic optimization through data-driven insights.
Tasked with improving the overall guest experience through optimization, DOT outlined four focus areas to help guide their efforts.
Conversion: Focused on reducing friction to capitalize on guest demand to drive increased revenue for digital business.
Personalization: Focused on driving an enhanced one-to-one experience for our guests while driving engagement and loyalty.
Guided Discovery: Focused on providing our guests with experiences that empower the ability to browse, learn, and experience new brands, categories, products & services.
Omnichannel: Focused on experiences that combine digital and physical guest experiences and built upon strong cross-functional partnerships.
Why Ulta Beauty Chose AB Tasty for Their Experimentation Needs
The Digital Store of the Future initiative necessitated a shift towards a more data-informed approach to inform the redesign and drive innovation. Ulta Beauty sought a solution that would enable them to be more agile, move faster, and gain valuable insights from experimentation to meet their business goals.
Upon implementing AB Tasty’s platform, the Digital Optimization team conducted innovative tests aligned with their product roadmap and business objectives. They leveraged features such as the social proof widget to create urgency and ran numerous experiments to continuously optimize the guest experience.
“We just love that willingness to partner with us to build out features that help us do our jobs more seamlessly. That’s a huge differentiator from what we were getting from our previous solution. We’ve been able to set up experiments with six variations and multi-armed bandit tests incredibly quickly – with minimal developer support – which has drastically improved our team’s agility,” added Sasha Ostrozovich, User Experience Optimization Manager at Ulta Beauty.
Results and Benefits
The collaboration with AB Tasty yielded significant results, including notable e-commerce growth and a substantial increase in the number of tests conducted from 20 tests per year to over 65 tests per year, with plans to continue increasing that metric. Ulta Beauty’s ability to gain insights for the redesign and reduce developer dependency was a key benefit of the company’s partnership with AB Tasty. With an eye on driving revenue metrics, the team tested an overlay that included product recommendations when guests added items to their carts.
Original:
Variation:
With the addition of the overlay, Ulta Beauty was able to showcase products that were most relevant to the guest which resulted in a revenue increase of 9% alongside a 15.1% increase in clicks on “add to bag.” Overall the test listed metrics across the board, with a 2.3% conversion rate uplift, a 4.7% increase in items per order, and an increase of 11.5% for bag views.
Not only do the Digital Optimization team’s tests improve business-level performance metrics such as revenue, but they also lend further insight into Ulta Beauty’s guests. These tests prove that the effective use of personalization and recommendations can have significant impacts on the guest experience and help quickly drive results for the business.
Jeff Hamm, Ulta Beauty’s Vice President of Digital Experience and Operations, noted, “2023 marked a phenomenal milestone in our digital transformation. We have a brand new refreshed look and feel, completely overhauled cart, checkout, and guest account features. Not to mention a scalable infrastructure for our future. We’re almost at the finish line, setting the stage for a future filled with growth and innovation. “The transformation has laid a strong foundation, enabling us to scale and enhance our guest experiences. AB Tasty has played a critical role in this transformation, helping our team innovate and validate at a quicker pace with less risk.”
With a heavy focus on innovation, Ulta Beauty has experienced immense digital growth. In a time when guest loyalty is increasingly difficult to secure, Ulta Beauty’s loyalty program grew by 8%, with more than 95% of sales occurring through the loyalty program. Additionally, the work that the team has put into the mobile experience has paid off manifold: over 50% of e-commerce sales occur on Ulta Beauty’s mobile app.
Future Plans
Looking ahead, Ulta Beauty is committed to continuing its experimentation efforts, building a robust personalization strategy, and optimizing the Digital Store to further enhance the guest experience. To achieve this, the team has identified five areas of focus for their testing program.
Streamline the checkout process and optimize landing pages to further improve conversion rates.
Continue to leverage data and analytics to offer personalized product recommendations and content to build on the guest experience.
Prioritize site speed and app performance to ensure a positive guest experience.
Focus on guided discovery through enhanced site search, contextual search, and AI-driven beauty consultations to better facilitate product discovery and decision-making.
Expand options for buy online pickup in-store (BOPIS) and leverage flexible fulfillment means like buy anywhere fulfill anywhere (BaFa).
Spark your curiosity!
Get your copy of "Ulta Beauty’s Palette for Innovation Starts with Experimentation" now.
The Impact of Cookie-Free UX Personalization in E-commerce: Mademoiselle Bio
+9.2%in sales
+1.9%of conversions
Learn more about Mademoiselle Bio’s successful project to increase conversion rates and revenues.
Mademoiselle Bio, a leader in French organic cosmetics, partnered with AB Tasty to tackle the challenges of rising acquisition costs and the shift away from cookie-based personalization.
By implementing AB Tasty’s cookie-free personalization technology, the brand transformed its online shopping experience, leading to a 9.2% increase in sales, a 1.9% boost in conversions, and a 6.5% rise in average basket value.
Personalized product recommendations and intelligent e-merchandising helped guide customers through their shopping journeys, delivering tailored experiences that significantly enhanced engagement.
This successful project highlights how Mademoiselle Bio brought the personalized touch of in-store shopping to its online experience, creating a smoother and more intuitive journey for customers.
By tailoring product recommendations at every stage of the customer journey, Mademoiselle Bio not only boosts customer satisfaction but also builds stronger loyalty and increases sales.
Download the full case study to discover how Mademoiselle Bio maximized revenue and adapted to the evolving digital landscape without relying on cookies.
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Get your copy of "The Impact of Cookie-Free UX Personalization in E-commerce: Mademoiselle Bio" now.
Learn more about Alltricks quickly boosted their KPIs.
Alltricks is a French online shop created in 2008 that’s specialised in the sale of cycling and running products. A leader in its sector, the website markets more than 50,000 products and has more than 2 million visits per month. In 2019, Alltricks was acquired by Decathlon.
When Valentin Calais, Alltricks’ UX and Conversion Manager, contacted AB Tasty, he was looking to optimize two aspects of Alltricks’ website UX:
1. Recommendations
2. Buying Process
Download the full case study to discover more on how and where Alltricks implemented recommendations on their site, boosting AOV by 5% and revenue per user to +7%.
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Get your copy of "Alltricks Increases AOV with Recommendations" now.
Independence Australia Drives Engagement with EmotionsAI
+3%Total revenue uplift
+1.13%Transaction rate uplift
Independence Australia, a not-for-profit social enterprise, is dedicated to supporting individuals with disabilities. With revenue from their commercial endeavors funding vital community programs, their mission hinges on maintaining a successful online presence.
Independence Australia faced a critical challenge: how to keep up with the growing demands of digital consumers while operating within the constraints typical of a social enterprise. The rapidly evolving digital landscape, coupled with increased competition, shifting consumer expectations, and a rise in price sensitivity, added further complexity to their situation. Additionally, brand loyalty had become increasingly volatile, making it more difficult to retain customers in a crowded market.
To address these challenges, Independence Australia integrated EmotionsAI into their digital strategy, marking a turning point in their approach to customer engagement. This AI-powered solution provided deep insights into customer emotions, allowing the team to segment audiences based on emotional needs like ‘Safetyʼ, ‘Need for communityʼ and ‘Competitionʼ.
Want to learn more about how Independence Australia drove insights with emotions while developing their personas for an e-commerce redesign? Download the case study to learn more.
AB Tasty is by far my favorite solution in the Independence Australia stack. The flexibility it offers and the improvements it enables have been transformative for our digital strategy
Head of Digital Experience
Spark your curiosity!
Get your copy of "Independence Australia Drives Engagement with EmotionsAI" now.
Jacadi Boosts International E-Commerce Sales with AB Tasty
12.7%Revenue Per User
10%Conversion Rate
Discover how Jacadi, a premier global brand in high-end children’s fashion, propelled its international e-commerce growth with AB Tasty’s cutting-edge product recommendation engine. With a presence in 39 countries and over 270 boutiques, Jacadi faced the challenge of delivering a personalized, seamless shopping experience across its ten international e-commerce sites.
By implementing AB Tasty’s AI-driven, personalized recommendations at crucial touchpoints in the customer journey, Jacadi achieved impressive results: a 15% increase in revenue from visitors who engaged with these tailored suggestions, and these customers spent 1.7 times more on average than others.
AB Tasty’s innovative, cookie-free technology not only enhanced Jacadi’s customer experience but also ensured compliance with global privacy regulations. This powerful solution is designed to adapt to the unique needs of global brands, making it the perfect choice for companies looking to optimize their e-commerce strategies.
Ready to elevate your online performance? Discover how AB Tasty can help you create high-performing, personalized shopping experiences that drive both customer satisfaction and business growth.
Spark your curiosity!
Get your copy of "Jacadi Boosts International E-Commerce Sales with AB Tasty " now.
