Boohoo Group has expanded its use of search and merchandising tools provided by cloud-based ecommerce experience platform Bloomreach.
The fashion group, which already uses Bloomreach for omnichannel marketing automation, will now expand its partnership by implementing AI-powered search and merchandising across multiple brands including PrettyLittleThing, Boohoo, Boohoo Man, and Karen Millen.
Since adopting the tools across its 13 portfolio brands in 2021, Boohoo has worked to maximise data-driven personalisation in its marketing campaigns, leading to reported increases in conversion rates and return on investment.
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With the new AI-powered technology, Boohoo will be able to use customer and product data to serve personalised, on-site and in-app journeys that mirror existing marketing campaigns.
This includes the ability to boost and rank products using real-time customer data, connecting customers with the products they want to buy.
PrettyLittleThing chief marketing officer Nicki Capstick said: “We’ve had a really successful partnership with Bloomreach these past few years, and it made sense to extend that partnership into another critical area of our ecommerce operations.
“The ability to use first party data to extend personalisation from our marketing campaigns to our on-site and in-app search and merchandising experience is a game changer. We look forward to seeing the ways in which this will enhance the shopping experience for our millions of customers.”
Bloomreach co-founder and CEO Raj De Datta said: “Boohoo has always been at the forefront of retail innovation, and we’ve been proud to play a role in their marketing personalisation journey,”
“With the addition of our search and merchandising solution, they’re going to unlock a new level of personalisation — one that spans the entire customer journey and offers limitless possibilities for growth. We can’t wait to see all they’ll achieve.”
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