Boohoo Group, a titan in the online apparel market, has increased its use of AI technology by expanding its partnership with Bloomreach, a pioneer in infinite e-commerce customisation. This strategic alliance focuses on bringing AI-powered search and merchandising capabilities to Boohoo’s broad brand portfolio, which includes well-known labels like PrettyLittleThing, BoohooMAN, and Karen Millen.
A Successful Partnership Expands
Boohoo has used Bloomreach’s omnichannel marketing automation, which includes built-in Customer Data Platform (CDP) features. The new effort will introduce AI-powered search and merchandising tools to improve the online shopping experience both on the website and through mobile apps.
PrettyLittleThing.com’s Chief Marketing Officer, Nicki Capstick, emphasised the natural progression of this partnership: “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 e-commerce operations.” She emphasised the revolutionary potential of integrating first-party data into marketing and on-site interactions, which would result in a large increase in customised shopping.
AI at the heart of customer engagement
Since using Bloomreach technology across its 13 brands in 2021, Boohoo has greatly improved its marketing campaigns through data-driven customisation. This method has increased conversion rates while also increasing return on investment through carefully focused content delivery.
With Bloomreach’s e-commerce search and merchandising technologies, Boohoo can now extend this customisation farther into the consumer journey. Bloomreach’s solution combines real-time consumer data with specific product information, enabling merchandisers to create customised, on-site, and in-app purchasing experiences that seamlessly integrate with ongoing marketing initiatives.
Revolutionising Retail with Real-Time Data
Bloomreach’s co-founder and CEO, Raj De Datta, expressed pride in their role in Boohoo’s innovation strategy: “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.”
This technology allows Boohoo to fine-tune product recommendations and search results in real-time, ensuring that customers locate the most relevant products quickly. This method not only increases user pleasure, but it also influences critical business KPIs such as engagement and sales conversion.
