Boohoo brings in AI platform to build customer data

nasty galBoohoo Group, the online company behind PrettyLittleThing, Debenhams, Nasty Gal, Karen Millen and, of course, the main Boohoo site, is aiming to build a single customer view across its 13 brands by implementing an AI-driven customer data and experience platform, Bloomreach Engagement.

The appointment, which follows an open, competitive RFP process, will see the group unify data from all customer touchpoints.

Boohoo was originally hunting for an email service provider but Bloomreach expanded its brief after showcasing its ability to enhance customer communications and drive a more consistent and personalised customer journey.

Bloomreach’s Engagement pillar offers a customer data platform as well as email campaigns, mobile push notifications, app tracking, and SMS.

Boohoo senior retention manager Sophie Rustill said: “We were impressed with Bloomreach’s technology and retail experience. We’re looking forward to working with them to further enhance our relationships with customers whilst growing the business.”

The appointment coincides with the clothing retailer releasing its latest results, showing revenues jumped by 32% to £486.1m in the three months to the end of May.

Sales were also boosted by the integration of the Dorothy Perkins, Wallis and Burton brands onto the company’s platform after it bought them from Arcadia administrators for £25.2m.

Revenues in the UK rose 50% over the period, as the reopening of high street shops failed to dampen online activity, while US sales increased 43%.

Boohoo chief executive John Lyttle said: “I am delighted with our performance in the first quarter, particularly as it was always going to be challenging to produce strong growth rates on last year, when lockdowns around the globe drove such high traffic to online retailers.”

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