Case Study: GUESS achieves higher online conversions and search performance with Adobe Marketing Cloud (Adobe)

Iconic fashion brand leverages Adobe Marketing Cloud to strengthen its online retail presence and enhance customer experiences

GUESS, the global fashion brand, wanted to transform its online presence from a basic e‑commerce catalog into a high‑performing retail channel. Facing goals like doubling online revenue toward a $100M target, the company needed to improve customer acquisition, lower rising PPC costs, and remove site barriers that hindered conversion across properties including GUESS by Marciano and guesskids.com.

Working with Adobe Consulting and the Adobe Industry Strategy Group, GUESS used a Strategic Value Assessment and Adobe Marketing Cloud (Analytics, Target, Experience Manager) to automate paid-search, optimize keywords, run A/B testing, refine site search and navigation, and deploy dynamic imaging. The changes drove measurable gains: shopping‑cart conversion improved ~35%, on‑site search usage rose 300% with search conversion up 500%, overall conversions and site traffic increased while acquisition costs fell, and the platform now supports future multichannel growth.

Guess

Mike Relich

Executive Vice President and CIO, GUESS