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Boohoo to introduce AI-powered search in expansion of Bloomreach partnership

Online fashion giant Boohoo

Bloomreach, the California cloud-based “platform fuelling limitless ecommerce personalisation,” has announced an expansion of its relationship with Manchester fast fashion giant Boohoo Group.

Boohoo is already a customer of Bloomreach’s omnichannel marketing automation with built-in CDP capabilities, and will now introduce AI-powered search and merchandising from Bloomreach across a number of its brands, including PrettyLittleThing, Boohoo, BoohooMAN, and Karen Millen.

“We’ve had a really successful partnership with Bloomreach these past few years, and it made sense to extend that partnership into another critical area of our e-commerce operations,” said Nicki Capstick, chief marketing officer, “The ability to use first party data to extend personalization from our marketing campaigns to our on-site and in-app search and merchandising experience is a game changer. We look forward to seeing the ways in which this will enhance the shopping experience for our millions of customers.”

Boohoo has maximised data-driven personalisation across its marketing campaigns since it began working with Bloomreach in 2021. With Bloomreach’s e-commerce search and merchandising, Boohoo will now be able to extend that personalisation further into the customer journey.

Bloomreach’s combination of real-time customer data and robust product data enables merchandisers to serve personalised, on-site and in-app journeys that mirror existing marketing campaigns. This includes the ability to boost and rank products using real-time customer data, connecting customers with the products they want to buy, while still prioritising business metrics.

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