An Asia-based fashion retailer, Aditya Birla Fashion and Retail Ltd, known as ABFRL, is deploying Algonomy’s hyper-personalization technology to provide a seamless shopping experience across all consumer channels.
As of Sept. 2021, ABFRL operated 3,264 stores across approximately 26,841 multi-brand outlets with 7,094-plus point of sales in department stores across India, according to a press release.
Pantaloons is the first ABFRL brand to deploy personalization technology. ABFRL is using Algonomy’s Recommend, Engage, Find and Discover to leverage real-time shopper behavior, but also store data to holistically personalize an end-to-end omnichannel experience for each shopper.
“Customers today expect the very best and completely seamless shopping experience from store to digital, and our partnership with Algonomy will enable us in delivering on these expectations by personalizing across the digital channels, without any experience fragmentation,” Praveen Shrikhande, chief digital and information officer, ABFRL, said in the release.
“For us, it’s important to understand each customer, their intent and context in real time and personalize their experience at a 1:1 level. Manual merchandising and segmentation cannot handle the scale, and as a result e-commerce suffers from low conversions. AI driven, real-time tailoring of our webstore is here and now — and with Algonomy, we get an integrated suite that meets our future needs as well,” Varun Rajwade, AVP. product and digital CX, ABFRL, said in the release.
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