From 90% abandonment to 27% revenue growth: Florence Black’s turnaround
By using FERO, Florence Black turned hesitation into confidence and transformed abandoned carts into new wardrobes for their customers.
“An essential tool for anyone looking to gain deeper insights into their customer base, and drive more effective marketing efforts!”
Meet Florence Black
Florence Black is a British luxury fashion house, known for timeless tailoring and elevated wardrobe essentials. Their pieces marry heritage craftsmanship with modern appeal, attracting discerning shoppers looking for investment pieces.
The Challenge
Florence Black, the quintessential luxury British fashion brand, was grappling with a thorny challenge: over 90% of customers were abandoning their carts at checkout. For luxury fashion, that’s not exactly a shocker. Shoppers often want a bit more wooing before committing to that first splurge. After all, the average consideration time for high-end purchases is around 20 days. But something else was clearly holding Florence Black’s customers back at checkout. We knew we could help them turn that hesitation into confidence, and those abandoned carts into chic new wardrobes.
The solution
Proof in the numbers: 27.1% boost in revenue
By combining FERO’s smart segmentation with simple abandoned cart email copy changes, Florence Black’s revenue increased by 27.1% – nearly overnight.
By combining FERO’s smart segmentation with simple but strategic adjustments to their abandoned cart email copy, Florence Black was able to address customer hesitation directly — reinforcing product value and nurturing confidence. This targeted approach transformed their checkout performance, driving a 27.1% increase in revenue nearly overnight.
The results
The impact went beyond the checkout page. With the additional revenue, Florence Black reinvested in brand growth — hiring a photographer for their upcoming fashion show, ordering more stock in advance, and amplifying their marketing reach. What started as a checkout problem became a growth opportunity, fueling the brand’s trajectory toward even bigger success.