Scaling global digital commerce
Led digital product across global commerce, customer data and marketing technology at G-Star RAW, delivering 30% conversion uplift and 30% digital revenue growth through behavioural data and experimentation.
- Type of work
- Delivered results
- Organisation
- G-Star RAW
- Sector
- Fashion retail
- Role
- Digital Product Lead
- Period
- Nov 2020–Sep 2023
- Disciplines
- Global e-commerce, Customer data, Experimentation, Personalisation
- conversion uplift
- 30%
- digital revenue growth
- 30%
Problem
A global brand's digital channel is not one product. It is commerce, customer data, identity, search, analytics and marketing technology, each with its own owners and roadmaps. Improving the experience means improving the system.
Context
As Digital Product Lead at G-Star RAW I was responsible for digital product across global e-commerce, the customer data platform, digital experience, marketing technology, analytics, identity, search and engineering, with SAP Commerce as the commerce platform.
Why it mattered
Conversion and digital revenue are where product decisions show up commercially. In a landscape this connected, a local fix rarely holds: a better product page does little if search returns the wrong products, or if the customer is not recognised from one visit to the next.
Approach
The work combined four levers:
- Behavioural data to see where customers struggled and where intent was lost.
- Experimentation to test changes before rolling them out.
- UX optimisation across the journeys that matter most for conversion.
- Personalisation built on customer data and identity.
Together they formed a loop: observe behaviour, form a hypothesis, test it, keep what works, and measure again. The result was 30% conversion uplift and 30% digital revenue growth.
System model
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Behavioural data
Where customers struggle and where intent is lost.
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Hypothesis
A specific change, and the measure it should move.
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Experiment
Tested against the current experience before rollout.
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Optimise
UX improvements and personalisation that proved themselves.
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Measure
Conversion and revenue, then back to the data.
Repeat: every result becomes new behavioural data
Runs on
- SAP Commerce
- Customer data platform
- Identity
- Search
- Analytics
- Marketing technology
Decisions
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Let behaviour set the agenda
Behavioural data, rather than opinion, decided where to look first and what to test.
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Experiment before scaling
Changes were tested before they were rolled out, and kept when they moved the measures that mattered.
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Treat data and identity as product
Customer data and identity are product capabilities in their own right. They are what make personalisation possible.
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Optimise the system, not the page
Search, identity, data and the commerce platform have to improve together, or the gains do not last.
Delivered results
Measurable commercial results through behavioural data, experimentation, UX optimisation and personalisation.
- 30% conversion uplift
- 30% digital revenue growth
What I learned
Conversion is a property of the whole system. It moves when data, search, identity and experience improve together.