SOURCE: Maxymiser, Inc.

Maxymiser, Inc.

February 28, 2012 12:23 ET

Rent the Runway Chooses Maxymiser to Optimize the Online Customer Experience

The Fashion World's Hottest Start-Up Embraces Multivariate Testing and Behavioral Targeting

NEW YORK, NY--(Marketwire - Feb 28, 2012) -, the top online destination for designer dress and accessory rentals, has teamed up with Maxymiser, the global expert in multivariate testing, personalization and optimization solutions, to conduct comprehensive website testing.

Applying the Netflix business model to high-end fashion, Rent the Runway allows mainstream consumers to rent designer dresses and accessories at just 10 to 15% of the retail price. Members simply select a dress from and pick a delivery date. After the event, the user repacks the dress in pre-paid packaging and drops it in any mailbox, no dry cleaning necessary. Rent the Runway's first tests with Maxymiser will look to optimize the designs of the brand's product pages.

"At Rent the Runway we are always listening to our members feedback and making improvements to the usability of our site," said Jennifer Hyman, Rent the Runway CEO and co-founder. "Partnering with Maxymiser will allow us to quickly test and implement the optimal site experience, while also segmenting our customers in the most effective way. Those who are shopping for prom will have a different site experience than those shopping for a formal spring wedding."

Maxymiser's unique managed services and OneTouch™ integration platform allow Rent the Runway to manage all website tests and changes without the need for coding and back-end work, leading to low cost of ownership, incredibly fast delivery to market and the ability to simultaneously launch multiple test campaigns. To begin, Rent the Runway will employ MaxTEST™ (A/B and multivariate testing solutions) and MaxSEGMENT™ (behavioral targeting/segment discovery).

"Rent the Runway is truly an innovative and progressive online business," said Mark Simpson, Founder and President of Maxymiser. "Not only will we help them deliver a better online customer experience, but we can also help them better understand who their customer is based on certain shopping criteria like previous searches, rentals, time of day, demographics, geography, and more. At the end of the day, when you know your customers better, you're able to serve your customers better. It's as simple as that."

To learn more about Maxymiser, its services and clients -- visit

About Maxymiser
Maxymiser is the global expert in multivariate testing, personalization and optimization solutions. Brands such as Finish Line, Hertz, Teleflora and Time Warner Cable use Maxymiser to drive the most effective online customer experiences which increase conversion rates, revenue and consumer loyalty. Maxymiser combines online testing and automated personalization into a single platform that empowers marketers to launch comprehensive optimization campaigns on-the-fly without the need for IT resources. This patent-pending OneTouch Network connects once to your website, mobile sites, or mobile apps to leverage all Maxymiser solutions and existing data sources to drive highly personalized experiences for every individual. Founded in 2006, Maxymiser is a rapidly expanding, private company with offices in New York, London, San Francisco, Edinburgh and Dusseldorf, as well as a global network of marketing and technology partners. The company's conversion management solutions and reporting infrastructure are recognized by leading industry analysts as best-in-class. To learn more about Maxymiser and its services and clients, visit

About Rent The Runway
Rent the Runway is the premier online destination for dress and accessory rentals. With a revolving roster of over 150 top designers, 25,000 of the season's hottest dresses, and 4000 accessories, Rent the Runway is designer fashion delivered to her doorstep for a fraction of the price. For all of life's special occasions, provides the Cinderella experience for women everywhere.

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