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