Sliponline: more conversions, fewer returns and better personalisation
- đ More conversions
- đŻ Better personalisation
- đ Fewer returns
About Sliponline
Sliponline has been the leading specialist in underwear and nightwear in the Benelux for over 30 years. With a range of more than 10,000 items, from lingerie and swimwear to socks and everyday basics, the family-run company helps customers find the right fit and style every day. Their mission? To give everyone the confidence to feel comfortable in what they wear, whether thatâs a simple cotton vest or a luxury lingerie set.
Primary marketing goal
Increase conversions, reduce returns and gain more customer insight
The challenge
Sliponline offers a broad and deep assortment of underwear and nightwear across different brands, price points, colours, materials, features, sizes, and technical specifications.
In a physical shop, youâd simply ask a sales assistant for advice at this point. Online, thatâs much harder.
Digital Marketing Festival May 2025 - Customer Case Sliponline
- Do you go for a basic multipack, a thong or a high-waist brief? And what does it actually mean when a product says itâs âseamlessâ or made of âmicrofibreâ? Should you choose a brief with an elastic waistband or a fabric one? For many visitors, these are technical terms that mean little. Doubt increases the chance that visitors postpone or abandon their purchase. This results in a lower conversion rate.
- Visitors who donât understand the different options are more likely to choose a lower-priced product, which leads to a lower average order value. How can we make visitors more aware of the different options and, by creating that awareness, encourage upselling?
- Guiding customers is difficult. How can we make visitors aware of products that are more interesting to sell?
- Doubtful visitors not only generated less revenue (lower conversion rate, lower order value) but also more returns, often because they ordered the wrong size or product. How can we reduce returns?
- Finally, Sliponline wanted to make its marketing automation and personalisation smarter. That starts with enriching customer profiles. But how can we further build and expand those profiles?
The solution
Together with Qonfi and automation partner PI Marketing, Sliponline started working with guided selling. This allows them to guide visitors step by step through the buying process and provide each customer with personalized product advice.
With guided selling, Sliponline helps visitors on their website by offering âadvice just like in-store.â By starting a âconversationâ with the visitor, Sliponline gradually learns what they are looking for, what their goal is, and what they truly need.
With simple questions such as âWho are you shopping for?â, âWhat size do you usually wear?â, and âWhat matters most: comfort, appearance, price or sustainability?â, the guided selling tool translates technical specifications into language and choices that make sense to the customer. The pros and cons of each option are explained and visualised in a clear way.
Based on the answers provided, Sliponline instantly gains insight into what the visitor is looking for, her preferences, and how and when she wants to wear her underwear or nightwear. Using that information, the visitor receives a personalized product recommendation, including an explanation of why these products best match her needs and preferences.
In addition to guiding visitors through their buying journey and providing personal advice, all these interactions also generate valuable zero-party data for Sliponline, data in which visitors actively share their situation, personal preferences, and specific needs.
Every selected preference, size and purchase intent is stored. This data flows directly into Spotler Activate and GA4, where customer profiles are further enriched. With these collected insights, Sliponline can make its marketing automation and personalisation even smarter.
This data is also used to automatically send follow-up emails to visitors who havenât made a purchase after a few days, showing them the best product matches for their preferences.
When customers later return to the website, on-site personalisation is used to instantly display the products that were previously recommended to them.
At the same time, the advice is linked to the preferences a visitor has previously shared. For example, someone who indicated that organic cotton is important will automatically see more sustainable models appear first when they return to the website.
Many visitors at Sliponline find it difficult to choose the right size of underwear right away. The result? They order several sizes at once, try them on at home, and return part of the order later. That takes time for the customer and creates unnecessary costs for Sliponline.
âThe power of guided selling lies in the data: it makes your site smarter, more personal, and instantly more effective for both conversion and customer experience.â â Coen Coolen, Marketing Automation Specialist at PI Marketing
Waarom Guided Selling werkt voor Sliponline
Thatâs why Sliponline now helps its visitors find the perfect fit faster and easier with Qonfi. By answering a few simple questions, such as height, weight and body type, the right size is automatically determined.
As a result, visitors no longer have to guess which size to choose, usability increases, and the number of returns goes down. In addition, the correct size preference is automatically pre-filled on the product detail page whenever a returning visitor is recognized by Sliponline.
Results
The implementation of guided selling has delivered strong results for Sliponline:
- More revenue â Personalization and guidance throughout the buying journey, combined with tailored advice, have led to higher conversions and increased revenue.
- Fewer returns â Less uncertainty and automatically pre-filled size preferences reduce the likelihood of wrong purchases.
- Smarter marketing automation and personalisation â Through guided selling, Sliponline collects a large amount of zero-party data. This data is automatically sent to their CDP, where customer profiles are enriched and used for on-site personalisation and automated marketing campaigns.
