Tapestry and Marks & Spencer Power E-Commerce Personalization With Generative AI

Liz Dominguez
Managing Editor
Liz Dominguez
kate spade

Tapestry (parent company to such brands as Kate Spade and Coach) is bolstering its marketing efforts by leveraging generative AI tech to automate online personalization, and Marks & Spencer is following close behind.

Tapestry is implementing technology that automatically generates words and phrases that are personalized in real-time for each online consumer by leveraging anonymized web session data. An AI-powered bank of language and automated decision-making creates the ideal language, particularly during cart and checkout pages, to push consumers further down the funnel and close more business.

Other areas that can include personalized messaging are landing pages, website banners and buttons, email, and more. The technology takes into account best-performing words and phrases based on individual sessions and/or first-party data and the appropriate time to deliver this messaging across the customer journey. 

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According to Kathleen Jiang, content optimization program manager at Tapestry, Inc, the company’s checkout page previously included static copy asking for delivery address and payment, but after experimenting with this tech, the company found it could address customers in more “emotive and conversational language, like a store associate would use.”

“We usually see impressive lift in conversion rates and decreases in cart abandon rates. We've even identified winning messaging for the 'Post-Purchase Thank You Page' where shoppers are encouraged to make a subsequent purchase,” said Jiang. “These path-to-purchase campaigns are a great example of how we share learnings and scale optimized content!”

Tapestry is working with AI company Persado to achieve its personalization goals, and the solution touts a 3-5% increase in e-commerce revenue via personalized web content. 

While not yet fully implemented at Marks & Spencer, Alex Williams, head of growth and personalization, said the company is undergoing a massive transformation, and by leveraging this type of technology, it can ensure it maintains a sustainable transformation — “one that allows us to thrive for at least another 130 years."

It is important to note that while this is a generative AI solution, it differs from public-facing platforms like ChatGPT which pulls information from the entirety of the web. This technology works specifically off a specialized data set reflecting transaction analytics and interactions from 150 million U.S. consumers. 

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