Contentsquare’s AI takes alexanderwang’s behavioral analytics to the next level

The company

alexanderwang is a global luxury lifestyle brand that offers high-quality womenswear, menswear, and accessories.  

Since its launch in 2005, the brand has continued to redefine luxury through its sharp design. alexanderwang is available for purchase online at www.alexanderwang.com, across its 49 dedicated stores, and at leading retailers around the world.

Key metrics

The challenge

When Christian Fiorelli, Senior Vice President of Global Ecommerce & CRM at alexanderwang, joined the company, he reviewed its tech stack and requested the addition of Contentsquare's experience intelligence platform.

Christian had used Contentsquare in his previous role at a major heritage fashion brand, where it had been an “essential” tool for him and his team. 

He knew the platform would help facilitate supporting the ecommerce team’s decisions at speed and scale.

“Having a tool like Contentsquare was critical from day one,” says Christian. “The platform gives us visibility into not just what users do, but why they behave the way they do. That’s the difference between reacting and proactively shaping a better experience.”

Since then, Christian and his team have been using Contentsquare to get daily insights into user behavior that help guide their decision making. 

(Christian particularly values Contentsquare’s attractiveness rate metric, which he says “helps us understand what speaks to our customer visually and emotionally—not just what performs from a transactional point of view.”)

Thanks to Contentsquare’s powerful and easy-to-understand visualizations, they’ve also been able to share these insights across marketing, merchandising, and creative teams. 

It’s safe to say, then, that Christian and his team were fans of Contentsquare. However, they did struggle with:

• Not always knowing what to look for, and potentially missing out on hidden insights

• Having to watch dozens of session replays to identify issues and opportunities

• Team members being unable to self-serve analytics due to lack of training/expertise in the platform and relying instead on analysts to run reports for them

Then along came Sense, Contentsquare’’s AI. 

The solution

Sense has helped Christian’s team overcome those challenges, by 

• Unlocking new (and often unlooked for) insights

• Speeding up analysis and shortening to time to insight

• Making data analytics accessible to everyone in the ecommerce team

In doing so, Sense has increased the value the team and the wider business get out of the Contentsquare platform.

1. Sense surfaces unexpected insights

“One of the biggest advantages of using AI is that it helps you uncover insights you wouldn’t have thought to dig into. Before we used Sense, we could only uncover what we thought to look for. Now, AI identifies patterns and anomalies we didn’t even think to investigate.”

Christian Fiorelli

SVP of Global Ecommerce & CRM

Christian’s team started using Sense to analyze user behavior by traffic source—something they’d looked at before, but not in much depth.

“What Sense surfaced was really surprising,” says Christian. “One of our highest-converting audience segments was actually taking a completely different journey than the rest of our visitors.”

“That insight pushed us to rethink how we build landing experiences for that segment and consider the possibility to run A/B tests and possibly a personalized experience for that specific traffic source.”

2. Sense speeds up time to insight

Sense has also radically changed how efficiently the team can access and act on data insights. For example, it’s transformed how they use the platform’s Session Replay capability.

“We’ve always valued session replays for understanding the nuances of customer behavior,” says Christian. “But in the past, we were somewhat limited by our own assumptions.”

“With Sense, instead of having to sit and watch dozens of replays to find what we’re looking for, I can simply get Sense to surface key moments of friction for a particular journey, on a specific device, and it will highlight the relevant session replays to watch.”

AI-powered Session Replay Summaries give a summarized breakdown of up to 10 replays at once, outlining general user behavior, key friction points, and specific examples of friction points.

Features like this have sped up the team’s work significantly, enabling them to make informed, impactful decisions in a timely fashion and with total confidence.

“Sense has helped us move faster and be a lot more focused. We’re no longer just reacting to issues, we’re spotting problems and opportunities before they impact the customer.”

Christian Fiorelli

SVP of Global Ecommerce & CRM

3. Sense democratizes data analytics

Contentsquare’s AI is also helping to make data analytics accessible to the non-specialists in the ecommerce team (who share these insights with the brand’s merchandising and marketing teams).

This is thanks, in large part, to Sense Chat. The platform’s AI assistant enables anybody to rapidly carry out complex iterative analysis on behavioral data simply by using natural language prompts, such as “how are site visitors on mobile behaving differently to site visitors on desktop?” 

This means non-analysts no longer need to rely on trained analysts to run reports for them. Instead, they can conduct this analysis themselves, significantly speeding up time to insight and value—and freeing up analysts to focus on their own work.

“It’s been really exciting to see how Sense has lowered the barrier to entry for the whole team,” says Christian. “For example, we had a new team member who had missed the initial Contentsquare onboarding. But with Sense Chat in place, she was able to dive right in with prompting and learn as she went. It’s made adoption so much easier across the board.” 

“Team members who might’ve once relied on a data analyst or waited for a report can now self-serve insights in real time. It’s made the experience more collaborative and empowered everyone to be more curious and more confident with data. Digital experience really is a team sport, and Sense is making sure everyone can play.”

Christian Fiorelli, SVP of Global Ecommerce & CRM

The results

For Christian and his team, Sense’s impact has been truly transformative.

“We’re a small and nimble team, so being able to move fast and make decisions backed by data is everything,” says Christian. “Sense has helped us stretch our resources further and stay focused on what truly matters.”

After the success that’s come with adopting Sense, Christian intends to scale what the team can do by expanding AI usage to support different functions. He wants to explore how AI can become “not just a tool, but a partner across every part of the experience.”  

As for continuing to monitor, analyze, and optimize the brand’s digital customer experience—Contentsquare has that covered.

“Honestly, having Sense feels like gaining an extra teammate. The speed to insight is incredible. When leadership comes to me with questions, whether it’s about a campaign performance or mobile engagement, I can come back with answers quickly, and more importantly, with confidence on the data.”

Christian Fiorelli

SVP of Global Ecommerce & CRM