Online retailer witnesses 40% revenue rise with AI platform

DataIQ News

Online retailer BrandAlley - which offers "flash" sales on designer fashion, beauty, and homeware items - has achieved over 40% year-on-year order growth after implementing an artificial intelligence enabled platform to support its marketing strategy.

It is claimed that the platform, provided by the Emarsys, has enabled the retailer to leverage existing data more effectively from its CRM systems, improved personalisation through more effective omnichannel campaigns and reshaped its entire acquisition and retention advertising strategy over social media.

Other significant results and benefits that the Emarsys platform has enabled for BrandAlley include reducing its abandoned basket conversion rates and cost per acquisition (CPA) by 50%, as well as increasing its customer reach eight-fold and Facebook registrations by 230%, the firm claims.

BrandAlley provides each of its 2.5 million members with several daily fashion, beauty, and homeware sales, lasting for up to a week at a time. The company works with over 200 premium brands, such as Hackett, Joseph, Radley, Seafolly, J Brand, Agent Provocateur, Thomas Sabo, Jaeger, French Connection and Diesel.

Launching new sales every day, it sends daily offers through email, as well as engaging via social media channels and its website.

The machine learning capabilities of Emarsys' platform provide BrandAlley with recommended campaign formats and activities, based on specific customer segments.

With a large volume of email communication, BrandAlley needs to ensure each customer communication is relevant to the recipient, while also matching the aesthetic appeal of the designer companies it partners with.

To ensure that a synchronised omnichannel approach is achieved, its acquisition and retention advertising strategy over social media, and website engagement are also executed through the Emarsys platform.

In a recent campaign coinciding with the launch of a Jaeger sale, BrandAlley undertook a VIP email outreach programme to more than 26,000 customers using Emarsys' platform. It claims this resulted in a click-through rate of 36.5% (up from 14%) and a 10% purchase rate among those who engaged.

BrandAlley chief executive Rob Feldmann said, "The revenue benefits of working directly with fabulous fashion brands and Emarsys are clear, and we see AI marketing playing a significant role in driving our bottom line as our business moves forward.

"Equally important for our business, which deals solely with premium brands, is that polish and personalisation across all customer-facing channels is possible, helping us relay our 'best quality for best price' message.  Emarsys helps us achieve this simply, and the time saved in setting up these campaigns gives our marketing team the freedom to be creative in other areas of our marketing activity."