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Image © Sweaty Betty

The newly published DigitalX Digital Marketing Evolution, Instore, Performance & AI report, launched during RetailX Event’s Spring Festival, looks at how Sweaty Betty is employing AI and data-driven insights to improve sales.

Specialising in upmarket women’s activewear clothing, Sweaty Betty has expanded rapidly since it was founded in London’s Notting Hill in 1998 as a competitor to the Canadian brand LuluLemon. Celebrity fans include Jennifer Aniston and Halle Berry. When Sweaty Betty was sold to US-based Wolverine Worldwide in 2021, the deal was worth close to £300mn. 

Like many companies in the athleisure sector, the company prospered during the Covid-19 pandemic because consumers working from home spent more online on less formal clothes. Subsequently, market conditions have changed as consumers have returned to their offices, even if only on a part-time basis. Looking ahead, the economic outlook is uncertain and there is evidence that even wealthier customers are spending less. 

Against this backdrop, in order to drive its sales, Sweaty Betty has been investing heavily in AI technologies, a way to help the company deliver personalised experiences at scale. Last summer, the company reported a 62% revenue uplift via using Dynamic Yield’s data-driven AI and customer quizzes to improve recommendations. Subsequently, it has continued to invest in AI and data-driven insights in order to grow its sales.

Download the full report, which discusses how marketers need to deal with the challenges here at the same time as grappling with advances in fields such as deep tech, AI, data science, social trends, platforms and behavioural analysis.

The report considers how retailers and brands build customer engagement and loyalty; how they put digital at the heart of marketing initiatives; and what AI is good at within digital marketing? Conversely, which areas still need the human touch?

Case Studies included: – Shein, Ugg, Deckers Brands, John Lewis, Nike, HP, Sainsburys, L’Oreal, Pepsico and Kingfisher.

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