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Monsoon Accessorize using multichannel data to enhance customer offers


Monsoon Accessorize has become the first UK high street retailer to use multichannel data sources from both its in-store and online customers to deliver unique, personalised offers via emailed receipts. The move sees the fashion chain provide its customers with the sophisticated and relevant offers.

In a bid to establish itself as the leader in offline personalisation, the design led retailer is able to provide the highly targeted product recommendations and offers via emailed receipts across its 321 UK stores.

The multichannel first, which analyses both customers’ in-store and online purchasing habits, has been made possible by working with eReceipts, a leading digital receipts provider, and RichRelevance, a leader in omnichannel personalisation.

By leveraging over 125 machine learning algorithms in conjunction with its real-time decisioning engine, RichRelevance presents highly relevant personalised recommendations and offers on customers’ emailed receipts, based on a variety of shopper inputs such as online behaviour, items in basket, etc.

With up to 90% of Monsoon Accessorize’s transactions coming from in store, identification of customers and cross-channel buying behaviour is imperative for personalisation. While the Monsoon reward card helps to identify some of these in-store transactions, the eReceipts’ technology augments the card data by identifying additional customers at checkout and linking them to their transactions.

The fashion retailer is at the forefront of embracing technology to give customers choice and to increase personalised customer engagement. The adoption of emailed receipts follows Monsoon Accessorize’s announcement of Project MAX that has seen it launch mobile devices in over 100 stores for assisted selling and payments. It also builds on its existing relationship with RichRelevance to provide product recommendations on Monsoon Accessorize’s website.

The fashion and accessory brand’s collaboration with eReceipts and RichRelevance furthers its ability to optimise segmentation and behavioural insight of its customers—including information on who they are, why they shop with Monsoon Accessorize and what their value is. It also delivers a customer experience that embraces a real-time, single view of the customer across all channels.

A spokeswoman for Monsoon said:

“While relevant and targeted offers have been common place for online customers, the development of our multichannel emailed receipts solution marks a significant industry first and ensures our customers will benefit from product recommendations.”

David Selinger, CEO at RichRelevance added:

“Customers have come to expect a personalised experience – and digital content that thoughtfully combines online and offline data—rather than impersonally promoting generic offers—not only helps shoppers save time, but forges an emotional connection that ultimately respects the shopper, creating long-term loyalty while establishing profitability.”

With the eReceipts system experiencing open rates in excess of 70%, Monsoon Accessorize’s anticipated 3m customers over the Christmas period will be able to take advantage of pertinent offers from this multichannel retailer.

Published on Monday 22 December by Veebs Sabharwal

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