ABFRL partners with Algonomy to offer 'hyper-personalisation' solutions for its apparel brands

By

Isabelle Crossley

Published
Feb 10, 2022

Aditya Birla Fashion Retail Limited has partnered with retail technology provider Algonomy to offer 'hyper-personalisation' solutions for its various apparel brands to streamline customer experience. 

Through its new strategic partnership with Algonomy, ABFRL aims to offer shoppers a one-on-one experience across the business’ stores, websites, apps and email channels, Retail Insight Network reported. The business will also be able to offer more advanced product recommendations to shoppers based on their preferences. 
 
“For us, it’s important to understand each customer, their intent and context in real-time and personalise their experience at a one-on-one level,” said ABFRL’s vice president of product and digital customer experience, Retail Insight Network reported.

“Manual merchandising and segmentation cannot handle the scale and, as a result, e-commerce suffers from low conversions. AI-driven, real-time tailoring of our web store is here and now– and with Algonomy, we get an integrated suite that meets our future needs as well.”

“As a strategic partner in ABFRL’s digital transformation journey, we are excited about delivering integrated online experiences across recommendation, search and content for ABFRL,” said Algonomy’s senior vice president Amit Agarwal. “It is an honour and responsibility to be able to positively influence the experience for ABFRL’s millions of customers.”

ABFRL runs numerous apparel brands including Pantaloons, Louis Philippe, Van Heusen, Allen Solly, and Peter England, among others. Many fashion retailers are harnessing the power of AI to gain more detailed and swifter customer insights with the aim of better understanding their customers’ behaviour to increase their sale conversion rate. 
 
The business will begin with Pantaloons to launch its new AI features. Pantaloons has already launched a ‘Style Finder’ service where shoppers can specify the categories and occasions they are shopping for based on their preferences.