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Farfetch and Certona collaborate on AI and personalisation

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Farfetch is working with Certona to bring artificial intelligence and personalisation to the websites it operates for third party ecommerce clients including including Manolo Blahnik, Christopher Kane and Thom Browne.

The strategic partnership means that luxury customers shopping with brands, which use the Farfetch Black & White platform will experience artificial intelligence-powered personalisation across channels.

This extends Farfetch’s use of Certona on its own ecommerce platform, which gives ecommerce capabilities to luxury boutiques around the world, to the websites it operates for third-party retailers. Farfetch Black & White was launched in September 2015 and now offers its eight clients tools including international payments and logistics as well as omnichannel services such as click-and-collect and return in-store.

The new Certona capabilities are around artificial intelligence (AI) and personalisation, and will enable brands to make sophisticated product suggestions in real-time, across all customer touch points, with the aim of driving higher engagement, conversion rates and customer lifetime value.

When Farfetch used Certona on its own platform it saw a 10% rise in click-through rates in its personalised email marketing.

“Humanising retail is at the heart of our strategy,” said Kelly Kowal, managing director of Farfetch Black & White. “We focus on delivering best-in-class experiences, with a customer-centric approach, putting the needs of the customer first. Certona’s ability to make these experiences more relevant and tailored, in real-time, has helped us to deliver on these strategies and initiatives. Certona’s advanced AI solutions has been a key technology differentiator for Farfetch, boosting both engagement and revenue. We’re confident that our Black &White brands will see equally impressive results from embracing digital as a seamless part of their customer experience.”

Meyar Sheik, chief executive of Certona , said: “Farfetch is now the number one online destination for luxury retail. They understand the importance of delivering highly personalised experiences and epitomise how ecommerce should be done in today’s omnichannel age. We look forward to supporting their growth into providing a best-of-breed ecommerce platform.”

Image: Farfetch’s store of the future was launched last year.

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