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03/09/2021

Clarks custom fits promotions with AI

Dan Berthiaume
Senior Editor, Technology
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Clarks is leveraging a new artificial intelligence (AI)-based shoppable content engine for dynamic ad creation.

The specialty footwear retailer is utilizing the newly-released Toplooks platform from global retail bank, payments and shopping service Klarna to deliver customized, head-to-toe marketing images and create high-impact content from existing product imagery. The retailer is also leveraging Toplooks to implement dynamic pricing and customize promotional messaging that can be updated in 30-minute cycles. 

Results have included substantial increases in click-through and conversion rates and higher average order values. Clarks also offers customers the option of splitting card payments for online orders over $35 into four equal, interest-free installments using Klarna’s “buy now, pay later” (BNPL) payment functionality.

“For almost 200 years, the Clarks family has been making high-quality, stylish, and comfortable footwear across the globe,” said Chris Hardisty, senior VP, e-commerce for Clarks. “As that very same world continues to shift to digital communications and online shopping, we are always seeking new and innovative ways to deliver relevant and engaging content to our customers. By using AI-powered dynamic ads technology, we have been able to achieve highly engaging sponsored ad campaigns on several social media platforms while also delivering significantly improved ROI. These types of results have us excited about our continued partnership and utilization of the Toplooks technology, now that it is a part of core Klarna retailer offerings.” 

Clarks has about 200 stores in the U.S. and 230 stores in the U.K. and Ireland, with a total of 1,265 stores and franchises globally. The company’s U.S. headquarters are based in Waltham, Mass.