Case Study: John Smedley achieves 300% increase in search-led revenue with Athos Commerce

How John Smedley achieved a 300% increase in search-led revenue with Athos AI-powered search, merchandising, and recommendations

John Smedley, the British knitwear brand with a history spanning more than 200 years, wanted to improve how customers found products on its ecommerce site. The company said shoppers were struggling to find what they wanted, which was affecting conversion, and it also needed better product recommendations and category merchandising. It worked with Athos Commerce and Williams Commerce to deploy AI-powered search, recommendations, and merchandising tools.

With Athos Commerce, John Smedley used Smart Search, Smart Product Recommendations, Smart Category Merchandising, and related features such as color enrichment and color normalization. The brand reported a 300% increase in search-led revenue in September after switching to Athos and a 17% year-on-year increase in conversion rate for September 2024 versus the previous year. Its “You May Also Like” recommendations also delivered the highest click-through rate on the product detail page and the highest conversion rate on the basket page.

John Smedley

Jamie Austin

Head of Ecommerce Operations