Arcadia has increased its average online order value by 67% and the average number of products per order by 66% after it introduced personalisation software.

The fashion giant also increased the number of units per order by 66%, with 7% of the group’s ecommerce sales being driven by the personalisation project.

The technology, supported by personalisation software provider Peerius, has been rolled out across the group’s collection of websites, which includes Topshop, Topman and Dorothy Perkins.

Before the project was started, Arcadia websites displayed basic recommendations on its site that were manually generated by style advisors. The system was challenging because of fast stock turnover, and because some recommendations stayed on the site despite being out of stock. The recommendations were also the same for every customer.

The new software generates recommendations by tracking a customer’s behaviour on the site, but is not limited to following what a customer has previously looked at or bought.

It also links to real time stock information, ensuring the recommended products are always in stock.

Arcadia group e-commerce director Simon Pritchard said: “We’ve found a technology that can engage every individual with unique recommendations, deliver real commercial value, and that is sufficiently flexible and scalable to grow with our brands as we build our e-commerce business across mobile, multi-channel, and international markets.”