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THE ICONIC Partners with Optimizely to Deliver Fast Experimentation

Leading ANZ online retailer chooses Optimizely for real-time experimentation without the wait

Sydney, NSW October 7, 2020 Optimizely, the leader in progressive delivery and experimentation, today announced THE ICONIC, leading ANZ e-commerce destination, has chosen Optimizely as its experimentation platform. 

THE ICONIC is renowned for its diverse assortment, free and fast delivery, free returns and customer experience excellence, taking thousands of daily orders for delivery across Australia and New Zealand.

With industry page load benchmarks noting every second delay reduces conversion by 7 percent, THE ICONIC implemented exhaustive tests of the Optimizely platform to ensure real-time experimentation made no difference to site performance.

“We pride ourselves on our site speed and Optimizely intuitively understands how important that is to a pure-play brand,” said Alexander Meyer, THE ICONIC’s Chief Marketing Officer. “With Optimizely we can now freely test, iterate and run experiments to improve our customer experience and internal metrics without having to worry about latency or performance issues getting in the way.”

Being an intuitive, user-friendly platform was equally important in the selection process so that the broader business teams could easily adopt the platform with little hand-holding from the retailer’s tech teams.

“It was important we find a solution that can service multiple functions across our entire business, as well as a platform that is both easy and intuitive,” said Rick Burke, Head of THE ICONIC Sport and Kids. “Our agile approach and dynamic pace means we need intuition and speed in equal measure with Optimizely we are able to tick both boxes.”

With millions of Australians now flocking to online channels to meet their needs during the pandemic, THE ICONIC is focused on enhancing data-driven decision making, faster feedback loops and heightened flexibility, along with continuing to deliver unrivalled seamless and inspiring retail experiences across ANZ.

The Optimizely experimentation platform enables THE ICONIC to test and learn with its over 16 million monthly visits and innovate at scale without sacrificing the performance of its website. Experiments run faster by processing at the edge (CDN), rather than in the browser, resulting in a 50 millisecond median page load time.

Optimizely’s progressive delivery, experimentation and personalisation platform now supports many Australian retail brands including The Country Road Group, Kmart, Appliances Online and now THE ICONIC.

For more information email contact.anz@optimizely.com


THE ICONIC is Australia and New Zealand’s fastest-growing and leading fashion and sports destination. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience for its customers. THE ICONIC boasts fast and on-time delivery across Australia and New Zealand, free shipping over $50 and free returns for 30 days, and is also Australia and New Zealand’s most downloaded fashion app. THE ICONIC has thousands of international and local brands and products across Women, Men, Sport, Designer, Kids and Considered with hundreds of new products curated on-site daily. A proud member of Global Fashion Group, the world’s leader in online fashion for growth markets, THE ICONIC is focused on liberating its customers through seamless and inspiring experiences. For more information, please visit http://www.theiconic.com.au.

About Optimizely 

Optimizely's leading platform offers a complete set of digital experience optimization technologies, including AI-powered personalization and experimentation, which encompasses A/B testing, multivariate testing, and server-side testing. We take out the guesswork to enable brands to deliver relevant experiences driven by data. The world's greatest brands choose Optimizely to win and compete in the digital economy, including Gap, StubHub, IBM, The Wall Street Journal, and many more. To learn more, visit optimizely.com. On September 3, 2020, Episerver, a leader in the Gartner Magic Quadrant for Digital Experience Platforms, announced that it entered into a definitive agreement to acquire Optimizely. Read more here.