Boohoo was founded in the U.K. in 2006 and has historically released up to 300 new products a day — now that’s fast fashion. Boohoo sales were up 33% from 2017, coming in at a whopping £374 million in annual revenue last year. The trend-obsessed retailer understands customer behavior and knows how to convert its shoppers’ data into a personalization strategy that captures the undivided attention of its target demographic — Gen Z. Part of that strategy involves promoting shoppers to share the Boohoo love by referring their besties through email and on social to receive deep savings on their first order. The retailer’s strong cross-channel approach to retail includes ‘we think you’ll love’ product recommendations in abandoned cart emails and Boohoo keeps things casual, keeping loyalists on a first-name basis in push and email communications.

Previous Rank:
2018: n/a , 2017: n/a
Company Filing:

2019 score: 58


Why we love Boohoo

Diversified recommendations

Boohoo’s product offering isn’t one-size-fits-all and neither is its personalization strategy. The retailer offers endless ways to curate its website with dozens of categories spanning occasion (smart casual), style (wrap dresses) and color filters that can be broken up by Boohoo’s brands, as well as designated pages for petite, tall and maternity sizes. The options never end with fadditional ‘sort by’ filters like ‘we recommend’ and ‘most popular’.
Diversified recommendations

Well-outfitted mobile app

Boohoo's app excels at providing shoppers multiple avenues to discover their next favorite piece. Its ‘inspire me’ section curates products based on trends taken from its Insta Shop and newest campaigns. ‘Style notes’ provide industry-leading insight on what makes each item a trendsetting must-have (and when you should ideally rock them) that inspires shoppers to #doyourthing.
Well-outfitted mobile app

Content + commerce

Boohoo meets its shoppers where they are across social media channels with smartly executed campaigns that marry rich user-generated content with its ever-expanding product inventories in a neatly curated and browse-worthy experience across the website and app.
Content + commerce

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