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Boohoo extends deal with ecommerce and AI firm Rokt

Online fashion giant Boohoo

Boohoo has extended its deal with AI and ecommerce firm Rokt in a bid to reverse a recent fall in customers.

The online fashion apparel retailer first teamed up with Rokt a year ago in a bid “to drive value by unlocking relevant, non-endemic offers” for Boohoo’s global shoppers across browsers and app transactions as well as across the retailer’s brands including Boohoo, Nasty Gal, BoohooMan and PrettyLittleThing.

Now, the retailer is expanding that partnership “to both sides of Rokt’s marketplace, Rokt Ecommerce and Rokt Ads, to power relevant offers in the confirmation page and acquire new customers at scale,” the companies said in a statement, adding that the retailer is looking to drive transactions and revenue across markets in North America, Europe, and Australia and New Zealand.

The Manchester-headquartered group suffered a decline of almost 10 million active customers to 18 million during its latest financial year while the number of orders it received dropped by 11 per cent to 55.5 million.

“Rokt’s advanced AI powers placements on Boohoo’s transaction flow and leverages first-party data to create relevant experiences tailored to each individual customer,” Rokt said in a statement. “As a result, Rokt effectively drives higher levels of customer engagement and fosters stronger brand loyalty, all while maximizing the overall value of every transaction.”

Rokt said the Boohoo brands will also leverage Rokt Ads “to acquire new customers at scale by accessing Rokt’s exclusive inventory within premium brands such as Ticketmaster, Uber, AMC Theatres and more.”

Edith Batchelor, senior digital marketing manager at Boohoo, said the retailer’s partnership with Rokt “helps us achieve many of our customer experience and revenue growth goals. Our teams across tech, UX, marketing, e-commerce and finance have been working as a unified team, helping the partnership progress seamlessly.”

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