Boohoo Group uses AI to enhance search and merchandising

Boohoo Group has expanded its use of search and merchandising tools via cloud-based e-commerce experience platform Bloomreach.

The group, which owns Boohoo, Oasis and Coast, among others, is an existing user of Bloomreach’s omnichannel marketing automation, with customer data platform features. 

However, it is now expanding the partnership by implementing AI-powered search and merchandising across multiple brands, including PrettyLittleThing, Boohoo, BoohooMAN and Karen Millen. 

Since adopting the technology across its portfolio of 13 brands, Boohoo has worked to maximise data-driven personalisation in its marketing campaigns. This has led to reported increases in conversion rates and return on investment. 

Using the AI technology, Boohoo is able to use customer and product data to provide personalised, on-site and in-app journeys that mirror existing marketing campaigns. 

This means that the group will be able to boost and rank products using real-time customer data, quickly connecting customers with desired products.

Nicki Capstick, Chief Marketing Officer at PrettyLittleThing, said: "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.

"The ability to use first party data to extend personalisation from our marketing campaigns to our on-site and in-app search and merchandising experience is a game changer. We look forward to seeing the ways in which this will enhance the shopping experience for our millions of customers."

Raj De Datta, Co-founder and CEO of Bloomreach, added: "Boohoo has always been at the forefront of retail innovation, and we’ve been proud to play a role in its marketing personalisation journey.

"With the addition of our search and merchandising solution, it is going to unlock a new level of personalisation — one that spans the entire customer journey and offers limitless possibilities for growth. We can’t wait to see all they’ll achieve."