Problem/Objective

Shopping can at times be a hectic task. Finding something based on one's needs is often difficult and time-consuming. If hopping from one store to another was the conventional method, browsing through various apps is the modern means to shop, especially after the pandemic. Customers often go through broken journeys and fragmented experiences in the course. Big retail stores have been using customer relationships management data for years. But they never had the opportunity to showcase a personalised shopping experience for each customer. Aditya Birla Fashion and Retail Ltd (ABRL) has stepped up with an AI-based solution to this problem. They teamed up with algorithmic decisioning platform Algonomy to deploy hyper-personalisation solutions to all its brands.

Solution/Approach

ABFRL, ensuring 1:1 shopping experience to all consumer channels such as website, apps, email and in-store will use Algonomy’s flagship products Recommend, Engage, Find and Discover to not just provide real-time shopping behaviour, but also to store the data to personalise the end-to-end omnichannel experience for each customer. The patented decisioning engine- Xen AI select the most optimal experience for every interaction. It considers the profile of the shopper, stage in the buying journey, around engagement, conversion or revenue. In addition to this, the individual’s browse history is also used to provide an easy shopping experience. This is the step to overcome the issues faced in e-commerce arising due to manual merchandising and segmentation. With the AI-driven web store which provides real-time tailoring with Xen AI, ABFRL will be able to get an integrated suite. It will ensure a significant future as well.

Impact/Implementation

Pantaloons is the first ABFRL brand to deploy this method. With this, if a shopper had browsed an item on the website, and later arrives at the shop to try it, the store associate uses an app to assist her. They will be able to analyse the preferences, behavioural data searches and data purchases. Apart from product recommendations based on best-selling products, local festival-based products, pantaloons will also offer complete-the-look options. They can also provide suggestions based on the previous purchase of the customer. By using this AI-based model, the customers will be bestowed with a seamless shopping experience.