Case StudyHow BargainMax Grew Order Value and Conversions with Morvo AI Personal Shopper
See how Morvo helped one of the UK's best-known toy and gift retailers turn browsers into buyers, with every result proven against a live holdout control group.
+15%
Average Order Value
+9.5%
Orders from Morvo
+3%
Conversion Rate Uplift
All figures measured from Morvo conversations against a live 90/10 holdout control group.
Company Snapshot
Brand
BargainMax
Industry
Toys, collectibles and gifts
Platform
Shopify
Measurement
Live 90/10 holdout (control group)
Focus Area
AI-powered gift discovery and conversion optimisation
Objective
Help shoppers find the right toys and gifts faster, and grow order value and conversion, proven against a real baseline
The Challenge
BargainMax carries a huge, fast-moving catalogue of toys, collectibles and licensed ranges. As the range grew, helping every shopper find the right product, fast, became harder:
- Thousands of fast-moving SKUs made product discovery overwhelming for shoppers
- Many customers are gift-buyers who don't know exact product names, so they search by occasion, age, character or theme
- Keyword search missed intent when shoppers described what they wanted in their own words, for example 'a present for a 6 year old who loves dinosaurs'
- Age-appropriateness is critical for a toy retailer, but standard search couldn't reliably match products to the child's age
- Seasonal demand peaks around Black Friday and Christmas stretched the team's ability to guide every shopper
- Little visibility into how customers actually described the gifts and products they were hunting for
The Solution
BargainMax deployed Morvo as a brand-owned AI Personal Shopper, trained on their full catalogue, product data and brand tone, and measured its impact with a live holdout from day one:
- Natural-language gift discovery: shoppers describe the recipient, occasion, age or character, and Morvo surfaces the right products
- Age-aware recommendations: gift-buyers are guided to age-appropriate products, not just keyword matches
- Deep catalogue integration: Morvo recommends from real-time product data, not static rules, so results stay accurate as stock moves
- Always-on guidance through seasonal peaks, without adding headcount
- Buyer intent insights: first-time visibility into the occasions, ages, characters and themes customers were searching for
- A live 90/10 holdout: a control group of visitors experienced the site without Morvo, so every uplift figure is measured against a true baseline
How the uplift was measured
BargainMax ran Morvo with a live 90/10 holdout. Ten percent of visitors were randomly held back as a control group and saw the site without Morvo. Every figure in this case study is the difference between the two groups, so the uplift is measured against a real baseline, not a before-and-after comparison.
"Morvo gave our shoppers a genuinely helpful way to find the right gift, and gave us hard numbers we could trust. Seeing the uplift measured against a holdout, rather than a hopeful before-and-after, made all the difference."
The Impact
Measured against BargainMax's live holdout, Morvo-assisted sessions delivered clear, attributable commercial uplift:
- +15% Average Order Value from Morvo conversations: guided shoppers built bigger baskets with complementary and add-on products
- +9.5% more Orders from Morvo conversations: more guided sessions converted into completed purchases
- +3% Conversion Rate uplift, measured against the live holdout control group, not an estimate
- Every figure attributable to Morvo-assisted sessions and benchmarked against the holdout baseline
- New visibility into gift-buyer intent: the occasions, ages and characters shoppers searched for, invisible to keyword search
- Insight into catalogue gaps and high-intent products, informing merchandising and buying decisions
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