Triumph International, a German lingerie manufacturer with a presence in 80 nations, has recently witnessed a boost in customer conversions by leveraging artificial intelligence. Following a four-month trial run with Indian tech giant ZS and its software, Personalize.AI, Triumph witnessed a conversion lift of 40 percent in Asia-Pacific markets.
Neil Lewis, Vice President of Marketing for APAC at Triumph International, emphasised the power of personalisation at scale. The AI-driven platform allowed the firm to engage with its customers more effectively, tailoring communications based on individual preferences and habits.
“Our CRM system allowed us to do one-to-one dynamic content with a different version of the communication,”
Neil Lewis, Vice President of Marketing for APAC at Triumph International
—
How does it work?
Personalize.AI software operates by harnessing consumers’ personal data, such as purchasing and browsing history. It then anticipates potential future purchases, shaping these predictions into personalised offers and product images. These tailored proposals are then incorporated into various marketing materials, creating a “curated journey” for each customer.
ZS Partner, Arun Shastri, outlined how AI can revolutionise consumer interactions, from content generation to conversational engagement. Personalize.AI isn’t just about automation; it offers a transformative approach to customer relationship management.
Gopi Vikranth, Partner at ZS and lead for Personalize.AI, accentuated the crucial role of AI in overcoming traditional retail challenges. In an era where consumers demand personalisation, the role of AI has evolved from optional to indispensable.
—
Challenges
However, customer data acquisition poses its own challenges. Vikranth praised Triumph’s robust loyalty program, which has facilitated data collection and positioned the company to capitalise on Personalize.AI effectively.
In Triumph’s pre-pilot data analysis, customer loyalty and purchasing patterns were scrutinised. Triumph used these insights to devise a targeted campaign for customers who hadn’t shopped with them for over 24 months. The result? These consumers began receiving personalised communications based on their preferences, preferences that had previously been overlooked. Both customer respect and efficient use of Personalize.AI hinge on careful data management.
For intimate apparel, personalisation transcends mere novelty; it’s a matter of fit. Lewis emphasised how fit knowledge allows Triumph to sell differently packaged but similar-fit items to customers.
Lastly, Lewis expressed surprise at the scalability of the AI technology. He envisions further integration of Personalize.AI in multiple customer touch points, such as web personalisation and push notifications on apps.
—
The above underscores companies’ strive to continue to perfect personalised advertising. The main challenge remains to do so without violating any privacy laws. However, it seems that the latter is unlikely to deter further innovation in this industry.
If you are looking to strengthen your software/data team, we have the right candidates for you. Speak to a PL Talents expert today.