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Secrets to AI-driven marketing success for fashion businesses

At the hub of Drapers Digital Festival, Tinyclues senior director product marketing François Laxalt and UK director Katy Bennett shared their best practice for using AI-based marketing to drive campaign revenue and customer engagement.

Tinyclues uses AI-driven marketing to create campaigns for businesses to increase revenue and customer engagement.

The session kicked off with Laxalt posing an interactive question to audience members: “What does it mean to have a perfect match between your marketing strategy and what customers expect from you?”

They voted in response to the question, “Are your marketing campaigns personalised and relevant?” with three choices: yes, no, or somewhat.

The results were 67% somewhat, 20% no and the remaining 13% yes. These results are similar to research undertaken by Tinyclues that indicates that 80% of marketers say their campaigns are personalised.

Laxalt said: “There is a huge gap between marketer expectations and customer experience. There is clearly no perfect match between what we do as marketers and what we present to campaigners.”

Bennett added: “We are trying to bridge the campaign to create highly driven and personalised campaigns. All the retailers I meet with want to create more personalised campaigns. I can say confidently that it is incredibly difficult to turn the dial as marketers on campaign performance. It is really really hard and so the way to go is to take tiny incremental steps.”

Data scientists are expensive and take time to collect and present data, said Bennett: “We recognise the challenge so why not let AI or a machine learn this data for you and target better?”

Specialised campaigns

Specialised campaigns allow fashion retailers to target the right customer, said Laxalt. This leads to more revenue and higher engagement, and also ensures subscriber numbers remain high, as marketing “fatigue” does not lead to the customer disengaging.

Simultaneous campaigns

Having recently worked with Lacoste, Tinyclues explained how simultaneous campaigns worked for the brand to aid marketing of its handbag collection.

Laxalt said: “We found niche buyers for its new handbags and added two more campaigns per week on top of additional newsletters. This resulted in an 18% conversation rate and overall campaign revenue increase of 151%.”

Through analysis of customer data to pick up on optimal target audience results, people who will respond and are likely to purchase can be found, and the marketing campaigns will be more effective says Bennett.

AI-driven marketing platforms

Laxalt said: “AI can be used to help find the next buyers. Target markets can be narrow, but using AI you can find out who is going to buy the next few days. While it may appear to reduce the size of your market, it improves customer experience and offers greater relevance.” 

Omnichannel platforms

Operating across different platforms is becoming more relevant. Social media and digitalisation means that to optimise campaigns, AI can be used to find out the best platforms and avenues to engage your audience. 

 

Why should you use AI-driven marketing?

  • · Real AI can deliver outstanding results and open new use cases
  • · Relevance is the path to customer loyalty
  • · AI-first solutions enable marketers to only focus on their marketing goals.

 

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