Boohoo uses AI for search and marketing

As artificial intelligence (AI) continues to make its mark on the fashion landscape, Boohoo Group has expanded its collaboration with cloud-based e-commerce experience platform Bloomreach.

In addition to Bloomreach's omnichannel marketing automation, the fashion retail giant is now using its AI-powered search and merchandising tools across multiple brands including Boohoo, Boohoo Man and Karen Millen.

Since adopting the tools across its 13 portfolio brands in 2021, Boohoo said it has worked to maximize data-driven personalization in its marketing campaigns, resulting in increases in conversion rates and return on investment.

Leveraging new AI-powered technology, Boohoo said it will be able to use customer and product data to offer personalized, on-site and in-app trips that reflect existing marketing campaigns.

This includes the ability to boost and rank products using real-time customer data, connecting customers with the products they want to purchase.

Nicki Capstick, marketing director at PLT, said: “We have had a really successful partnership with Bloomreach and it made sense to extend that partnership to another critical area of ​​our ecommerce operations.

“The ability to use first-party data to extend the personalization of our marketing campaigns to our search and marketing experience on the site and in the app is a game-changer. We look forward to seeing the ways this will improve the shopping experience for our millions of customers.”

Bloomreach co-founder and CEO Raj De Datta added: “With the addition of our search and marketing solution, [Boohoo Group’s] “We are going to unlock a new level of personalization, one that spans the entire customer journey and offers unlimited possibilities for growth.”