Global, digital fashion giant selects Emarsys AI-optimized personalization platform to transform CRM and deliver a unique brand experience across multichannel marketing campaigns

London, UK –27 November 2018Emarsys, the largest independent marketing platform company in the world, announces that AllSaints, one of the world’s foremost fashion brands, has chosen the Emarsys artificial intelligence (AI) optimized personalization platform to drive worldwide customer engagement through highly tailored and automated marketing campaigns. The firm is implementing Emarsys technology that features integrated, next-generation data segmentation and analytics capabilities. The premium fashion brand aims to improve brand loyalty and boost digital revenue by transforming its CRM strategy to provide a seamless cross-channel customer experience.

Established in 1994, AllSaints is one of the world’s foremost digital and contemporary fashion brands. Headquartered in East London, with operations across 26 countries, the company designs womenswear, menswear and accessories for the global fashion market and has 250 directly operated and franchise stores as well as concessions, outlets and a global web platform. AllSaints puts both customer and brand experience at heart of every aspect of its operation, from store and product design to its website, it is fiercely committed to developing a digital proposition which puts customers at the core.

AllSaints plans to use the Emarsys Marketing Platform, including its Smart Insight analytics tool, to collect CRM data from all its customers touch points and convert it into actionable insight via advanced scoring models using predictive AI algorithms. This will help it to improve analysis of historical behaviours from distinct consumer segments and integrate intelligent automation throughout its digital marketing campaigns. By experimenting with these AI marketing capabilities, the company aims to apply its learnings to other customer touch points, including SMS, push notifications and other marketing channels in the future.

“Customer retention is absolutely critical in the retail industry, and at AllSaints we take great pride in doing everything we can to keep customers happy and engaged with our brand. In our digital marketplace, this means providing them with personalized shopping experiences across all our channels. We chose Emarsys to help us do this because its platform is more scalable, sophisticated and easy to use than any other in the market,” said Mark Ford, Global CRM Manager at AllSaints. “So far, our implementation process with Emarsys has been exemplary. We’re obtaining granular insights into customers’ product affinities and individual shopper personas based on historical purchasing data, for example, which allows us to completely transform the way we interact with our customers.”

“It’s no great secret that in today’s retail and ecommerce market, brands need an intelligent marketing platform that delivers the individualized experiences demanded by consumers,” explains Grant Coleman, Vice President and Market Director for UK, Nordics and Dubai at Emarsys. “We are excited to help AllSaints understand, embrace and leverage the advantages offered by AI marketing, and provide its customers with a seamless multichannel brand experience based on our advanced automation, data segmentation and personalization capabilities.”

Mark Ford concluded: “As a business we wanted to reinvent our CRM strategy to deliver more personalized customer interactions, and thanks to Emarsys’ AI-enabled marketing platform we will be able to understand our customers better than ever, while simultaneously increasing sales and enhancing brand loyalty.”

Emarsys manages over 350 million daily interactions while analyzing 3.9 billion consumer records and 2.5 million purchase events, integrating customer intelligence, personalization, predictive recommendations and omni-channel marketing at scale, across all devices and social channels into a single cloud-based marketing platform.


About AllSaints
AllSaints is a global, digital, contemporary brand with an independent spirit, founded in 1994. Headquartered in East London, the brand designs full collections of mens and womens Ready-to-Wear as well as handbags in-house. AllSaints has just under 3,000 employees across 26 countries who are obsessed with building a business model for the future, putting brand experience and the customer at the core of everything they do. AllSaints curates every aspect of the brand experience in-house, starting with their collections which can be found throughout Europe, North America, Latin America, Asia and the Middle East. This work-ethic is continued on across over 250 directly operated stores, franchise stores, concessions and outlets through to the global web platform, store design and construction.

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