Double online revenue over three years by growing customer demand, improving conversion and increasing order value, while building a more profitable and sustainable digital business.
Adjust the three levers to see how small shifts compound into growth.
Online net revenue multiplier
1.45 × 1.20 × 1.15
Today100
Year 3200
Illustrative three year growth scenario, not an Aje forecast. Assumptions to be validated against current performance, market opportunity and investment economics.
Lever 01+45%
Grow Sessions by 45%
Build demand and recruit profitable customers.
Shift to an always on, full funnel paid media strategy, recruiting customers based on contribution margin, customer value and incremental return.
Use The Guest List, cultural activity and fortnightly product storytelling to build awareness, attract new audiences and grow branded demand.
Capture non brand demand through SEO, improved product content and occasion led discovery.
Expand customer acquisition in priority international markets where the economics support investment.
Use lifecycle CRM and the 24/7 Customer Program to encourage relevant return visits.
Lever 02+20%
Improve Conversion by 20% Relative
Turn brand desire into purchase by making discovery easier and removing friction.
Improve search, occasion led navigation and merchandising so customers find relevant products faster.
Introduce richer product storytelling, styling, fit guidance and clearer calls to action to build buying confidence.
Optimise mobile journeys, checkout, delivery, service and market localisation.
Connect campaign inspiration directly to shoppable products and collections.
Personalise discovery and communications based on customer behaviour and purchase intent.
Lever 03+15%
Increase Net Order Value by 15%
Grow basket value and realised revenue through more relevant merchandising.
Use curated styling, complete the look recommendations and complementary accessories to encourage considered additional purchases.
Improve product discovery and merchandising to support stronger product mix and full price demand.
Reduce avoidable returns through better product information, imagery and fit confidence.
Retention and personalisation
Where Retention and Personalisation Contribute
Customer frequency, CRM and personalisation are embedded within these three levers, not added as separate revenue multipliers.
Returning customers generate additional sessions. Relevant recommendations improve conversion. Better styling and product discovery can increase net order value.
The three year roadmap
Fix. Prove. Scale.
Year 1
Fix the Foundations
Make the existing experience easier to discover, shop and return to.
Improve search, product data, navigation and priority product pages.
Optimise mobile, checkout, delivery visibility and buying confidence.
Connect The Guest List to shoppable editorial and launch priority occasion led discovery.
Introduce easier customer profiles, wishlists and foundational 24/7 lifecycle journeys.
Pilot digital styling and store clienteling.
Strengthen customer identity, consent, analytics and measurement foundations.
Measure: Search conversion, zero result searches, site conversion, new customer acquisition cost, returns and full price contribution.
Year 2
Prove and Expand
Scale the experiences that demonstrate measurable customer and commercial value.
Expand intelligent search, occasion led discovery and editorial commerce.
Test conversational styling and more advanced personalisation.
Develop My Aje Wardrobe, relevant recommendations and proven clienteling experiences.
Test connected customer experiences across the three wardrobes in AU/NZ.
Expand international customer acquisition where incremental contribution is positive.
Measure: Incremental conversion uplift, profitable new customers, repeat purchase, customer lifetime value and international contribution.
Year 3
Scale What Works
Build a mature, profitable digital flagship with stronger customer relationships.
Deliver a connected experience across cultural storytelling, product discovery, commerce and personalisation.
Scale proven international growth opportunities and omnichannel services.
Expand the 24/7 Customer Program and evolve membership into a differentiated loyalty and recognition proposition.
Continue investing in capabilities that demonstrate sustainable customer value and commercial returns.
Measure: 2× net online revenue, incremental contribution, full price sell through, purchase frequency and lifetime value.
Investment principle
Technology follows the opportunity, not the other way around.
Prioritise improvements within the existing technology stack, validate their commercial impact and invest in new capabilities only where the customer experience and financial returns justify it.
The outcome
Double the digital business. Strengthen the brand.
Build a more desirable digital destination that recruits customers profitably, converts inspiration into purchase and creates relationships that last beyond a single transaction.
