Farfetch Black & White partners with Certona to offer personalised e-commerce to luxury brands

Farfetch Black & White, the division of the online luxury fashion which offers e-commerce solutions to luxury brands, has partnered with Certona to provide omnichannel personalisation capabilities to its clients.

Launched in September 2015 Farfetch Black & White manages the e-commerce platforms for eight luxury brands including Manolo Blahnik, Christopher Kane and Thom Browne. The new partnership with Certona will allow it to offer brand's Certona's patented artificial intelligence (AI) software and personalisation capabilities. The move will enable fashion brands to make "sophisticated product suggestions" in real-time, across all customer touch points, which should drive higher engagement, conversion rates and customer lifetime value.

Farfetch already uses Certona technology on its own platform which provides access to 1,500 brands from the leading fashion boutiques and brands around the world. As a result of using the technology Farfetch says it saw a 10% increase in click-through rates from its personalised email marketing.

"Humanising retail is at the heart of our strategy. We focus on delivering best in class experiences, with a customer centric approach, putting the needs of the customer first. Certona’s ability to make these experiences more relevant and tailored, in real-time, has helped us to deliver on these strategies and initiatives," said Farfetch Black & White managing director Kelly Kowal.

"Certona's advanced AI solutions has been a key technology differentiator for Farfetch, boosting both engagement and revenue. We’re confident that our Black & White brands will see equally impressive results from embracing digital as a seamless part of their customer experience,” Kowal added.

Certona’s AI technology is employed across 500 e-commerce websites in more than 70 countries. The company’s Personalised Experience Management platform, powered by the Certona Predictive Cloud, increases engagement and conversions by leveraging one-to-one behavioural profiling, Big Data insights, and real-time predictive analytics to present individualised content, promotional offers and product recommendations across all customer touchpoints.

“Farfetch is now the number one online destination for luxury retail. They understand the importance of delivering highly personalised experiences and epitomise how e-commerce should be done in today’s omnichannel age. We look forward to supporting their growth into providing a best-of-breed e-commerce platform,” said Certona CEO Meyar Sheik.