Retail Giant Achieves 20% Email Conversion Lift with AI

A major retailer struggled to personalize customer experiences and scale interactions across digital channels. They implemented an AI solution that analyzes customer data and generates personalized messaging to address this. This resulted in a 20% increase in email conversion rate, the potential for millions in revenue growth, and a deeper understanding of customer preferences.

Client:

A leading British multinational retailer, Marks & Spencer operates over 1,380 stores across 50 countries. From clothing and homeware to delicious food offerings, Marks & Spencer delivers quality at an affordable price.

Problem Statement:

● Scaling Personalization: Achieving ambitious personalization targets (5 billion interactions, hundreds of millions in revenue) across digital channels.

● Enhancing Customer Engagement: Creating meaningful, individualized experiences that drive customer motivation.

● Optimizing Language for Impact: Effectively translating customer data into personalized communication that resonates emotionally.

Results:

☑️ 20% Email Conversion Rate Lift
☑️ 34% Peak Conversion Rate Lift
☑️ Tens of Millions in Potential Revenue Growth
☑️ Insights-driven decision-making
☑️ Granular customer understanding
☑️ Cross-channel personalization

AI Solutions:

Seeking to overcome challenges in scaling personalized customer interactions and enhancing emotional engagement, Marks & Spencer (M&S) implemented Persado’s Motivation AI platform.

Persado’s AI leverages machine learning and language analysis to unlock customer emotions that drive individual purchasing decisions. By understanding these motivators, Persado generates personalized language that resonates deeply with each customer, creating a more engaging and impactful experience.

AI Implementation:

M&S integrated Persado’s AI platform across its digital channels, including email, web, and mobile app. The platform analyzed customer data from M&S’s loyalty program, Sparks, to gain insights into customer preferences and behaviors. Persado then used these insights to generate personalized language for each customer interaction.

Examples of Implementation:

● Personalized Email Campaigns: Persado crafted personalized email experiences for each customer, tailoring subject lines, body copy, and calls to action based on individual preferences and emotional triggers.
● Optimized Website Content: Persado analyzed website content and provided recommendations for language that would better resonate with target customer segments.
● Enhanced Mobile App Experience: Persado personalized push notifications and in-app messaging to drive engagement and conversions.

By implementing Persado’s AI solution, M&S has effectively personalized its customer interactions, significantly improving engagement and revenue.

References:

1. Marks & Spencer leverages AI to drive hundreds of millions in revenue with a personalization program

Industry: Retail
Vendor: Persado
Client: Marks & Spencer