AllSaints embraces AI for new personalisation strategy

AllSaintsLeading retail brand AllSaints – whose celebrity fans include the likes of Christina Aguilera and Nicole Scherzinger – has implemented an artificial intelligence (AI) optimised 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, with the ultimate goal of improving brand loyalty and boosting digital revenue by transforming its CRM strategy to provide a seamless cross-channel customer experience.
Established in 1994 in London, AllSaints now has operations across 26 countries, offering womenswear, menswear and accessories for the global fashion market. It has 250 directly operated and franchise stores as well as concessions, outlets and a global web platform.
AllSaints plans to use the Emarsys Marketing Platform, including its Smart Insight analytics tool, to collect CRM data from all its customer touchpoints and convert it into actionable insight through advanced scoring models using predictive AI algorithms.
The aim is to improve analysis of historical behaviour from distinct consumer segments and integrate intelligent automation throughout its digital marketing campaigns. By experimenting with these AI marketing capabilities, the company hopes to apply its learnings to other customer touchpoints, including SMS, push notifications and other marketing channels in the future.
AllSaints global CRM manager Mark Ford said: “Customer retention is absolutely critical in the retail industry, and at AllSaints we take great pride in doing everything we can to keep customers happy and engaged with our brand. In our digital marketplace, this means providing them with personalised shopping experiences across all our channels.
“We’re already 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.”
Emarsys clients include Superdrug, eBay, HMV and Astley Clarke.

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