Fashion

Footasylum “outperforms” with AI-driven activity


Footasylum “outperforms” with AI-driven activity

Footwear fashion retailer Footasylum is reporting a return on
advertising spend that’s 30 times high that the industry average following
its switch to an AI-driven social marketing strategy.

Leveraging its partnership with Peak, the pioneer of the AI System,
Footasylum introduced AI and machine learning algorithms into their social
media advertising campaigns, and this has led to an 8400 percent return on
ad spend, 30 times more than the industry average and 10 times higher than
Footasylum’s standard marketing return on advertising spend.

Footasylum used Peak’s Customer AI to create a predicted customer view
of people most likely to be engaged with, and be in the market for,
Footasylum’s products, and these customer profiles were then used to target
lookalike audiences via social media in order to acquire new customers to
the footwear brand.

Tom Summerfield, head of commerce at Footasylum, said in a statement:
“We’re gaining a lot from being an AI-driven retailer and the results of
our recent social advertising campaigns speak volumes. AI and machine
learning are complementing our marketing efforts perfectly, allowing us to
speak to customers at the right time when they are ready to make a
purchase, and scaling communication back when they aren’t.

“The aim is to increase efficiency and effectiveness and only invest in
marketing at the right time to make a big impact, which is a core part of
our strategy moving forward. We’re now excited to expand our use of Peak
and find out how AI can influence other areas of the business.”

The result follows the news that Footasylum has reported a 28 percent
increase in email revenue from AI-driven hyper-personalised marketing
communications.

Richard Potter, chief executive of Peak, added: “So many challenges
faced by retailers today can be unlocked by using data to really understand
behaviours and build relationships with their customers.

“Footasylum is a great example of a retailer using data and AI to drive
forward innovative new marketing methods to engage with customers in the
right way, at the right time, with the right offer. These results are only
the start of their story, and it’s brilliant to see their customers
responding so well to new tactics and technologies.”

Image: courtesy of Footasylum



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