WHO ARE YOU?
Footasylum is one of the leading retailers of fashion streetwear and sportswear. We have our fingers firmly on the pulse of the streets and sports fashion scene, and pride ourselves on our huge range of footwear and apparel. We were first established back in 2005, and now trade from over 65 high street stores across the UK, stocked with everything from sportswear giants Nike and Adidas to future heavyweights like Gym King.
WHAT WAS YOUR CHALLENGE?
We were looking to provide our customers with a more personalised targeted experience, and in turn, significantly increase the revenue generated from our marketing efforts. Customers now expect high levels of personalisation at every single touchpoint, and with our product offering being so vast, delivering an experience relevant to each user is often extremely challenging. We wanted to be able to leverage our years and years’ worth of past customer data to improve this key area of our business. To do this, we turned to Peak and to their Amazon Web Services (AWS)-powered artificial intelligence offering.
WHAT DID PEAK DO?
Peak accessed and ingested our data into their Artificial Intelligence System. Through their unification techniques, they were able to drill down into our large customer base and provide us with an insightful “single customer view.” This is stored within Amazon Redshift, which we have access to via a dashboard.
With this clearer view of our customers, we’re now utilising Peak’s AI and machine learning-powered algorithms to draw insights based on the past transactional and behaviour data of each customer. Peak’s Customer Segmentation model, available in AWS marketplace, creates data-driven segments for Footasylum based on customer value. These bespoke algorithms also train hyper-personalisation models which includes in-market predictions, lifetime value, churn risk, brand and style preferences and a recommendation engine. These models are hosted on AWS SageMaker, which can be accessed by the Peak team internally as well as externally by ourselves.
WHAT’S THE UPSHOT?
Thanks to Peak’s AWS-powered AI solutions, we can now deliver highly-targeted, hyper-personalised marketing communications across our customer base. We’re using this to push relevant product recommendations, entice those who are less-engaged with fantastic offers, and provide customers with more of the products that we know they are interested in. We’re already enjoying some fantastic results, such as a 31% uplift in revenue per email sent, a 74% reduction in cost-per-click on social media, and a 25% reduction in our stock days number. We’re certainly benefitting from being an AI-driven business, with many more exciting opportunities with Peak also on the horizon.
uplift in revenue per email sent
reduction in cost-per-click on social media
reduction in our stock days number
Our work with Footasylum provides an insight into how Peak helped them grow. To learn more about how we can help you with increasing sales and company performance using predictive analytics and machine learning, have a chat to one of our directors. We’ll tell what’s possible, with no hard sell.