ABFRL Partners With Algonomy For Hyper Personalisation Solutions

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Algonomy, the algorithmic decisioning platform for retail announced that ABFRL (Aditya Birla Fashion and Retail Ltd.), one of Asia’s largest fashion retailers, has entered into a strategic partnership with Algonomy to deploy its hyper personalisation solutions across its brands.

ABFRL will leverage the personalisation suite to craft truly seamless and 1:1 shopping experiences across all consumer channels – website, app, email and in-store, and across the commerce journey touchpoints for search, browse, product recommendations and content.

Pantaloons is the first ABFRL brand to deploy personalisation and will be followed by other brands. ABFRL will use Algonomy’s flagship products Recommend, Engage, Find and Discover to leverage not just real-time shopper behaviour, but also store data to holistically personalise end to end omni channel experience for each shopper.

In addition to product recommendations based on regional top sellers, local festivals that help with cold start scenarios, Pantaloons is also leveraging advanced merchandising to deliver complete-the-look recommendations, and products to complement a customer’s past purchases. The leading retailer has also launched a Style Finder that lets shoppers specify their categories and occasion and allows them to see either personalised products or try something new.

Algonomy Xen AI, the patented Composite AI decisioning engine, selects the most optimal experience for every interaction in real time, considering the shopper’s profile, stage in the buying journey and Pantaloon’s goals, around engagement, conversion or revenue. In addition to popularity, individual behavioural data is also used to influence a shopper’s search and browse results, making online shopping cohesive and frictionless.

“Customers today expect the very best and completely seamless shopping experience from store to digital, and our partnership with Algonomy, will enable us in delivering on these expectations by personalising across the digital channels, without any experience fragmentation.”, said Praveen Shrikhande, Chief Digital and Information Officer, ABFRL.

“For us, it’s important to understand each customer, their intent and context in real time and personalise their experience at a 1:1 level. Manual merchandising and segmentation cannot handle the scale, and as a result eCommerce suffers from low conversions. AI driven, real-time tailoring of our webstore is here and now – and with Algonomy, we get an integrated suite that meets our future needs as well.”, said Varun Rajwade, AVP – Product & Digital CX, ABFRL.

“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. It is an honour and responsibility to be able to positively influence the experience for ABFRL’s millions of customers,” said Amit Agarwal, SVP – Sales & Business Development, Algonomy.