N Brown sizes up AI for next phase of turnaround plan

Simply-BeN Brown is ramping up its digital transformation – which has already triggered a major turnaround in its fortunes – by implementing a new artificial intelligence-driven platform to boost user experience across its websites and mobile apps.

The retail group, which owns JD Williams, Simply Be, Jacamo and Ambrose Wilson, has signed a deal with digital experience company BloomReach, which also works for the likes of Marks & Spencer, Puma, Allsaints, Boden and Carrefour.

Launched in 2009 in the US, BloomReach has offices in London, Amsterdam, Bangalore, Boston and Dallas. It claims its flagship product, BloomReach Experience (BRX), combines AI-driven search and merchandising tools with a next-gen content management system (CMS). This, the firm insists, accelerates conversions, increases revenue, and provides realtime insights.

The platform will ultimately replace two existing solutions and will aim to deliver strong AI and machine learning capabilities to the back-end search and merchandising processes.

It is claimed the solution will allow N Brown to further improve its customer proposition, helping it to harness customer data more effectively, and deliver highly optimised and personalised digital customer journeys.

N Brown chief information officer Adam Warne said: “We are focused on further improving our customer proposition and delivering the best possible digital customer experience. With strong AI and machine learning capabilities, the BloomReach platform will allow us to put the right products in front of our customers, and ultimately help us to make them look and feel amazing.”

Earlier this month, N Brown hailed its digital transformation for helping to overturn last year’s £27.1m loss to record a statutory profit of £18.8m in the first half of 2019, citing a “more targeted approach to marketing and customer recruitment”.

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