About Free People
Free People has always been more than a place to buy clothing. It’s a lifestyle brand rooted in creativity and community.
That identity made a shift to digital shopping especially difficult; the brand had to find a way to translate experiences that were once tactile, relational, and inspirational into an online space.
Challenge
Think about walking into a Free People store: you can run your hands over denim, try on multiple sizes, and chat with associates who act as informal stylists.
Now imagine that same journey flattened into nothing more than a scrolling feed.
That’s the challenge of digital shopping.
It works, but it often strips away the discovery, guidance, and connection that keep customers engaged. Free People recognized that if they didn’t reimagine the online experience, loyal shoppers could easily turn into anonymous browsers who clicked away.
Before BlueConic
At the time, Free People’s eCommerce site worked like a standard digital catalog. Shoppers could browse, compare items, and complete a purchase, but the journey ended there.
What the brand lacked was visibility into the why behind those interactions.
Were visitors struggling with fit?
Were they shopping for everyday wear?
Were they looking for something more occasion-specific?
Without experiences that asked those questions, the brand was left with only transactional data—what was purchased—but not the context that explained customer intent.
That gap meant decisions were based on incomplete insight, limiting their ability to act with confidence and slowing down opportunities for revenue growth.
Solution
Enter the Denim Finder, built with BlueConic Experiences.
Instead of dropping customers into a product grid, the Denim Finder asked about their fit needs, style choices, and even occasions.
The interaction felt more like a guided styling session than a digital quiz, and the responses gave Free People the context they had been missing.
Impact
By introducing the Denim Finder, Free People created a digital touchpoint that felt more personal than the standard eCommerce journey. Shoppers were no longer left to browse on their own; instead, they were guided through a process that acknowledged their style, fit, and occasion needs.
That shift not only made the experience feel better, it also delivered measurable business results:
90% of shoppers who started the quiz finished it.
51% of them shared information through lead capture.
Conversions rose by 62%, proving the value of tailoring the journey.
The initiative generated a 5:1 return across sales, lead generation, and data collected.
Engagement went up. Insights grew richer. And customers felt seen in a way they hadn’t online before.
Outcome
What began as a way to make digital shopping feel more personal has become a repeatable strategy for growth.
The Denim Finder delivered more than product recommendations. It generated a steady stream of first-party data, higher-quality leads, and a significant lift in conversions.
By building experiences directly into the digital journey, Free People turned moments of interaction into measurable outcomes: more sales, richer customer profiles, and stronger retention. The real impact was proving that scalable experiences can do double duty, meeting customer needs in the moment while driving long-term business results.
