Powering Up Sales: How Femmella Fashion Drove an 8% AOV Boost and Cleared Dead Stock with Smart Personalization

The Shift from Fast Fashion to Intelligent Shopping

Femmella Fashion is redefining Indian fashion by blending contemporary silhouettes with comfort-first design. From fluid co-ords to breathable dresses, their collections speak to modern women who value both form and function.

Despite a strong visual identity and loyal customer base, Femmella faced a common e-commerce challenge: product discovery gaps and stagnant inventory.
Customers would browse, add a single item to their cart, and leave. Hidden gems were being overlooked. Dead stock sat untouched.

To unlock full revenue potential, Femmella needed more than great clothes, they needed intelligent selling.
That’s where Anphonic, stepped in.

The Challenge: Closing the Gap Between Browsing and Buying

Femmella wasn’t struggling with traffic-they were struggling with conversion and product discovery. Their three key challenges:

• Low Product Visibility – Customers weren’t engaging with the breadth of offerings
• Unmoved Dead Stock – Certain SKUs were collecting dust, even during peak season
• Flat AOV Growth – The brand needed smarter upsell tactics that matched its aesthetic

They needed subtle, elegant nudges to increase order size and reduce inventory backlog-without cheapening the brand.

The Strategy: Fashion Meets Function Through Personalization

Dynamic Bundles: The Bundle Effect

Femmella rolled out Anphonic's Dynamic Bundle feature, which intelligently groups items based on buying patterns, styles, and price points.

Result:

• 22% of all sales in the past month came from customers discovering these bundles
• Customers loved the convenience of pre-styled looks with minimal effort

Smart Discovery = 1,500+ Items Sold

With Anphonic's AI-driven recommendation engine, Femmella turned passive product pages into personalized experiences.

Shoppers were shown:

• “Complete the Look” suggestions
• Trending pieces aligned with browsing history
• Complementary items surfaced contextually across the site

Impact: Over 1,500 products sold through smart discovery tools in just 30 days

Tiered Progress Bars: Goodbye, Dead Stock

To move dormant SKUs, Femmella implemented Anphonic's Tiered Progress Bar, gamifying the checkout experience with incentives:

• "Spend ₹X more and get a free accessory"
• "Add 1 more item for a special discount"

By combining urgency and perceived value, these tiers helped clear dead stock efficiently, while keeping the brand's premium tone intact.

The Results: Style with Substance

The results were immediate and measurable:

• 8% AOV uplift – Larger baskets with more complementary purchases
• 8% of total sales directly attributed to Anphonic's personalization suite
• 1,500+ items sold through product discovery enhancements
• 22% of sales from Amazon-style Dynamic Bundles
• Significant reduction in dead stock through gamified cart strategies

Why It Worked: The Anphonic Advantage

Femmella’s approach wasn’t about loud sales tactics, it was about quiet, intelligent personalization that let the brand’s elegance shine through.

• AI-Powered Personalization – Suggestions felt intuitive, not forced
• Smart Cart Mechanics – Upgrades didn’t interrupt the shopping flow
• Strategic Inventory Movement – Progress bars turned clearance into engagement
• Data-Driven Style Discovery – Customers found more of what they loved

Femmella didn’t just sell more, they helped their customers shop smarter.
With Anphonic, they created a fashion journey that was as intelligent as it was stylish.

Want to see similar results for your Shopify store?
Let’s talk.

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