Abercrombie & Fitch set the trend with customer experience success

Abercrombie & Fitch have always used traditional web analytics tools to monitor and optimize their online store. As this data was purely statistical, it was difficult for many stakeholders outside of the web analytics department, such as the merchandising and design teams, to get actionable insights from these numbers alone.

The teams that were responsible for the design and creation of the site therefore had little visibility into what was happening on the site. They needed a more accessible, visual solution to easily communicate what was going on within the website to all of the relevant stakeholders.

As soon as Clicktale was installed, A&F found users acting in ways they never would have expected....

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