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With Rebuy’s AI-driven recommendations, Alex and Ani achieved an 18% AOV lift and optimized product discovery across their site
Modern Tools for Timeless Designs: Alex and Ani’s Rebuy Success
Alex and Ani, a celebrated jewelry brand, has made its mark over the past two decades by blending classic designs with personal expression.
With a focus on connecting customers to products that resonate emotionally, the brand has built a loyal following and continues to expand.
But even successful companies hit bumps in the road now and then. Alex and Ani reached a point last year where they realized it was time to reconsider their approach to ecommerce strategy.
Enter Puja Patel, a seasoned strategist with a background in growth and user experience. Puja knew the first step in elevating Alex and Ani’s ecommerce strategy was to revamp the site from a hard-coded site to a native Shopify theme.
Once the site was successfully updated, Puja began to consider what features would really help push the site into 2025. That’s when she noticed that Rebuy had already been downloaded to their website, but hadn’t yet been used. The rest, as they say, is history.
Knots in the chain: challenges before Rebuy
Before integrating Rebuy Engine fully into their strategy, Alex and Ani operated on a hard-coded website.
While functional, the setup had its limitations when it came to customization, user experience, and seasonal curation. Simple updates required developer intervention to implement, and sometimes took months to complete. Features like upsells and cross-sells existed but didn’t offer the level of personalization the brand wanted to be known for.
Puja recognized that the solution to these friction points was hiding in plain sight and, once the site was revamped into the native Shopify theme, she and her team pressed “go” on Rebuy.
An elegant solution: the Rebuy strategy
From the get-go, Puja was hopeful that Rebuy would be the answer to the big question of how Alex and Ani was going to capitalize on its website refresh in order to improve the customer experience and boost sales.
She’d heard that Rebuy was easy to use and that the team was great to work with, she and her team were happy to find that it lived up to the hype.
Implementing new digital tools can present a learning curve. Puja and her team were delighted to find that the Rebuy team was dedicated to helping Alex and Ani find the right combination of tools that would allow them to reach their business goals.
“I got a call with [the Rebuy team], and we just started adding every widget that we thought could be proven successful. . . I was like, this is amazing. It has everything that we've ever wanted on our roadmap.”
For Puja, one of the most compelling aspects of Rebuy’s offering was how seamlessly it integrated with Alex and Ani's existing Shopify store and site infrastructure.
Instead of requiring a complete overhaul, Rebuy enhanced the functionality of their current setup by adding dynamic, behavior-based product recommendations and personalized shopping experiences. This allowed Alex and Ani to maintain the integrity of their original design and user experience while significantly amplifying the impact of their ecommerce strategy.
“Obviously, we don't want to break everything,” Puja explained. “The customer already has experience seeing some sort of upsell on the page. [Rebuy] allowed us to add logic based on the collections we’d already launched and add recommendations that made sense to the individual customer. It's been really, really interesting to see the impact there, especially when we do site wide promotions. Not only are we adding banners, but we're also adding that language to that widget that makes the discount clear. So it gives customers better understanding and access to better deals.”
Static suggestions were replaced by dynamic, behavior-based recommendations, creating a more personalized shopping experience and allowing the brand to lean into a cohesive “complete the look” approach across the site.
Golden gains: what Rebuy achieved for Alex and Ani
The introduction of cross-sell pop-ups, which offer tailored recommendations immediately after items are added to a cart, proved to be a particularly effective choice for the jewelry company.
“This was something completely new that we didn't have before. Something like 36% of our sales come from the pop-up widget, which is amazing. We use it in so many different capacities.”
Processes that previously took months to implement now happen in minutes. Using Rebuy’s intuitive tools, Alex and Ani began adapting more swiftly to trends, launching promotions across their site and throughout every customer touchpoint, and experimenting with new strategies, keeping their digital experience fresh and relevant.
“Before, the whole process was manual. We would have to go in and add recommendations in each individual section. A key benefit we’ve found with AI recommendations through Rebuy is that now we can add recommendations and associated subtext and title language that speaks to the customer across the entire site. And the recommendations are based on customer behavior. It’s so integrated.”
The impact was especially evident during the holiday season. During Black Friday and Cyber Monday, Rebuy’s widgets showcased promotions at every customer touchpoint, driving higher conversions and amplifying the success of seasonal campaigns.
“I was able to get promotions to the customer at every touch point. They see a site-side promotion across the site via banner and ads, and then they also see those deals reiterated in the smart cart. With every promotion we run, I’m not just engaging with one widget - I’m engaging multiple, and that’s what’s getting the message through to the customer and driving sales up.”
Puja noted how well the widgets worked to amplify various collections Alex and Ani launched, most notably their campaign around breast cancer awareness. Using the complete the look style widget, the brand was able to recommend other associated bangles to create a full look, prompted by the presence of easy-add items on the product detail page.
“I don’t know if you’ve seen our metrics, but it’s been amazing—seeing, I mean, 15% of our sales attributed to Rebuy add-ons. And that’s just from us turning something on.”
Puja also detailed the way Rebuy’s widgets operated effectively across all digital platforms, ultimately giving customers a smoother and more enjoyable shopping experience no matter their device, and contributing to the overall uptick in customer satisfaction and repeat purchases.
“A good majority of our users are mobile-based. Rebuy surfaces personalized recommendations, such as recently viewed or similar products, directly within the user’s view when they’re shopping from their phone, instead of burying these suggestions further down the page.”
Striking the perfect balance of strategy and style
For Alex and Ani, embracing Rebuy Engine marked a turning point in their e-commerce journey. In the last 30 days, Alex and Ani has boosted its average order value (AOV) by over 18% by integrating Rebuy’s intelligent shopping experience. In that same time frame, Alex and Ani has also seen nearly 40% of orders include a Rebuy add-on.
Rebuy’s innovative tools and dedicated support proved to be the perfect match for a brand that prizes its legacy of connection and creativity. As Alex and Ani continue to expand their offerings and refine their strategies, Rebuy remains an integral part of their success story.
Reflecting on the collaboration, Puja Patel of Alex and Ani shared, “My perspective is that we see this partnership being a long-term thing.”
Over the last 30 days, Alex and Ani has seen...
📈 18.01% increase in AOV
🎉 37% of sales influenced by Rebuy
♾️ 15% of sales directly attributed to Rebuy
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