AllSaints gets personal
Wednesday November 28 2018
Digital fashion retailer AllSaints has selected a new personalisation platform to boost its brand experience
It’s selected the Emarsys artificial intelligence (AI) optimised personalisation platform to drive worldwide customer engagement through highly personalised and automated marketing campaigns.
The retailer is implementing Emarsys technology that features integrated, next-generation data segmentation and analytics capabilities.
The premium fashion brand aims to improve brand loyalty and boost digital revenue by transforming its CRM strategy to provide a seamless cross-channel customer experience.
AllSaints plans to use the Emarsys Marketing Platform, including its Smart Insight analytics tool, to collect CRM data from all its customers touch points and convert it into actionable insight via advanced scoring models using predictive AI algorithms.
This will help it to improve analysis of historical behaviours from distinct consumer segments and integrate intelligent automation throughout its digital marketing campaigns.
By experimenting with these AI marketing capabilities, the company aims to apply its learnings to other customer touch points, including SMS, push notifications and other marketing channels in the future.
Mark Ford, global CRM manager at AllSaints, said: “So far, our implementation process with Emarsys has been exemplary. We’re obtaining granular insights into customers’ product affinities and individual shopper personas based on historical purchasing data, for example, which allows us to completely transform the way we interact with our customers.”