Footasylum says sales helped by artificial intelligence email campaign

By

Sandra Halliday

Published
Dec 7, 2018

Using artificial intelligence has helped to increase email revenue from hyper-personalised marketing communications by as much as 28% at retailer Footasylum.

The company said this week that it’s been working with specialist AI tech firm Peak to generate the significant uplift in revenue per email sent. And it added that “becoming an AI-driven retailer has also led to a 75% reduction in cost per social click during a recent trial.”

Footasylum which trades from over 65 high street stores across the UK and stocks major brands such as Nike and Adidas, had many years’ worth of untapped customer data, and approached Peak to help identify ways to drive revenues and growth using AI. 

The focus was a personalised and targeted experience for shoppers, which is what the company said is increasingly being seen as a must-have by consumers.

“Customers now expect high levels of personalisation at every single touchpoint,” said e-commerce and marketing director Tom Makin. “With our product offering being so vast, delivering an experience relevant to each user is extremely challenging. However, Peak showed us how AI can be used to create a hyper-personalised experience for every single Footasylum customer and that this, in turn, leads to greater customer loyalty and growth.” 

The company said that it’s been able to push much more relevant product recommendations to customers, “enticing those who are less-engaged with offers and provide [them] with more of the products they are interested in.”

And it said that it has “many more exciting opportunities on the horizon, including further inventory and social media growth through the power of AI.”

Meanwhile Peak’s CEO Richard Potter said its results show a wider range of retailers who use AI are growing 30% faster than those who aren’t and Footasylum “is a great example of the positive impact the technology can have.”