How White Rose Built a Compelling Online Shopping Experience and Increased ARPU by 456% With Syte

Higher ARPU*
Higher CVR among Augmented Site Search users*
Uplift in LTV*

White Rose Recycled Fashion is not your average charity shop. Founded in 2009 by Nottingham Trent University graduates Grace Walker and Angie Ford, this second-hand retailer is on a mission to reduce the environmental impact of fashion and textile waste, while raising money for humanitarian causes. 100% of White Rose’s profits go toward the Aegis Trust, a charity that works to prevent genocide and mass atrocities worldwide, as well as to rebuild and heal communities that have suffered from such traumas in the past. With seven distinctive high street stores and a new website, White Rose is dedicated to providing high-quality, handpicked recycled fashion that gives their customers the opportunity to find and express their unique personal style, while remaining kind to their pockets and to the planet.

*Results are based on shoppers who use Syte solutions (i.e. customers who clicked on a result provided by Syte) as compared to the average number of non-Syte shoppers on the website.

lady in red

Find out how Syte’s Product Discovery Platform can transform your customer experience.


Improving Product Discovery to Bring the Thrill & Ease of In-Person Thrifting Online

Prior to the COVID-19 pandemic, White Rose operated solely via its brick-and-mortar locations. With the shuttering of in-person retail, they knew they needed to create a digital presence as compelling, immersive, and fun as their physical stores.

With the launch of their new website, White Rose quickly realized that they faced a challenge unique to second-hand retailers: They had one of every item in stock, turning product discovery into a potentially frustrating journey. For shoppers who weren’t lucky enough to find their size in a style they liked, the vintage treasure hunt that would’ve happened in-store was stopped short because there was no visibility for similar items nor sales associates to help them search effectively online. At the same time, with so many new items coming in each day, it was tough to ensure everything was adequately tagged and searchable on-site.

White Rose needed to:

  • Improve merchandising and product discoverability for their ever-growing inventory
  • Continue supporting their shoppers and causes with a competitive online presence
  • Replicate the treasure hunt experience of in-store thrift shopping on their site
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Unlocking Inspiration-Led Shopping Journeys With Syte’s Product Discovery Platform

White Rose partnered with Syte, implementing the Visual Discovery Suite, including Camera Search, Shop Similar, and the Discovery Button, alongside Augmented Site Search in just a few short weeks. With visual AI identifying each product’s attributes, White Rose is now able to surface similar items for every SKU, ensuring shoppers continue their journey even if the product that initially caught their attention is in the wrong size or cut. Additionally, since Augmented Site Search relies on visual AI and natural language processing rather than standard product tags, shoppers can now search and instantly find the most relevant items among the constantly-growing inventory.

By enabling shoppers to search however they prefer and suggesting similar items that appeal to their unique preferences, White Rose was able to bring the joy of in-store second-hand shopping online, driving engagement and conversion on their website in kind.

  • Shoppers using Augmented Site Search convert at a rate 6.65X higher than average
  • Average revenue per user is up by 456%
  • Customer lifetime value is 8.8% higher
search tag lady

“With Syte, we were able to turn our website into the ideal second-hand shopping experience by making every item discoverable and ensuring our shoppers could easily find the clothing that inspires them, and we’ve seen conversion and ARPU go way up since”

Sam Boarer

Build better jewelry discovery experiences.