Boohoo is applying AI to its targeted promotions and customer acquisition.
A U.K.-based online fashion retailer is utilizing artificial intelligence (AI) to offer relevant promotions at confirmation and acquire new customers at scale.
Boohoo is expanding its partnership with Rokt, a provider of AI- and machine learning (ML)-based personalization technology, to make transactions more relevant to each shopper. The retailer is focusing on increasing user engagement and profit per transaction across markets in North America, Europe, and Australia/New Zealand.
Within a year of initially launching Rokt technology, Boohoo decided to deploy the Rokt Ecommerce and Rokt Ads solutions to provide offers relevant to a customer’s purchase in the confirmation page, as well as to acquire new customers.
Utilizing Rokt solutions, Boohoo serves relevant, non-endemic offers for global customers across both browser and app transactions for brands including Boohoo, Nasty Gal, BoohooMan and PrettyLittleThing. The retailer puts AI-based placements on its transaction flow and leverages first-party data to create relevant experiences tailored to each individual customer.
In addition, the retailer’s brands will also use Rokt Ads to acquire new customers at scale by leveraging Rokt's exclusive inventory within brands such as Ticketmaster, Uber, and AMC Theatres.
As a result, Boohoo says it effectively drives higher levels of customer engagement and fosters stronger brand loyalty, all while maximizing the overall value of transactions.
"Our partnership with Rokt helps us achieve many of our customer experience and revenue growth goals. Our teams across tech, user experience, marketing, e-commerce and finance have been working as a unified team, helping the partnership progress seamlessly," said Edith Batchelor, senior digital marketing manager at Boohoo. "The partnership has helped us with experimentations that have proved to improve our customer experience across all our platforms. We are looking forward to exploring new placements, such as the payments page, with Rokt in the future."
"We're delighted that Boohoo is expanding its partnership with Rokt to leverage our full suite of products powered by advanced AI which Rokt has developed over the last decade," said Craig Galvin, chief revenue officer at Rokt. "We've seen incredibly strong outcomes so far and look forward to more growth ahead."
Founded in Manchester, U.K., in 2006, the Boohoo group is now a portfolio of 13 British fashion brands operating globally.
Newegg, Mercari enhance ad targeting with AI
Online consumer electronics retailer Newegg and Mercari, a digital marketplace for buying and selling secondhand items, are also deploying machine learning-based Rokt solutions to better present relevant offers to shoppers in the final stages of an e-commerce transaction, when they are most likely to convert.