Fabletics Sees Benefits of AI-Automated Customer Relationship Management
Fabletics is seeing the benefits following a 2023 implementation of AI-enabled automation in its customer relationship management processes.
The company has been working with Iterable to break down its siloed approach to customer interactions to instead consolidate data efforts. Fabletics’ partnership looked to elevate personalization, optimize messaging, and improve communication across multiple channels.
As a result, the company has been able to more effectively coordinate campaigns across email, SMS, push notifications, and in-app messaging to deliver real-time personalization via a streamlined, unified platform that reduces the strain from manual efforts.
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Capabilities include AI-driven channel optimization within SMS and push notifications and more accurate decision-making, using data from purchase history, browsing behavior, and engagement patterns to automatically determine ideal send times.
Additionally, Fabletics has been tackling subscriber fatigue by leaning on AI-powered suppression tools that automatically hit pause on promotional messages for consumers who have recently made a purchase.
The Results
According to Iterable, Fabletics has seen improved speed and efficiency, along with bolstered customer relationships. The company reports that customers with two or more marketing opt-ins are 2.5 times more valuable than those who have no opt-ins.
“The future of lifecycle marketing lies in understanding consumers’ needs and engaging with them in meaningful ways, especially in today’s mobile-first world,” said Adrian Rohr, VP of CRM at Fabletics, in a statement.
The investment has allowed Fabletics to adopt a message-first approach that optimizes the shopping experience for mobile and beyond while strengthening the connection with its audience to drive higher engagement, Rohr added.
The company plans to expand the effort, implementing predictive analytics, using brand affinity insights, and further combating message fatigue with frequency optimization.
