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L’Occitane uses AI alerts to optimise online experience

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French beauty retailer L’Occitane en Provence is using AI to automatically improve the digital experience for customers.

The AI Alerts system from Contentsquare will automatically alert L’Occitane when there is a technical anomaly on the site in order to prompt a human team to take action.

It can monitor metrics such as level of engagement or hesitation with images or page features, as well as look for unforeseen positive or negative changes in demand for pages. The solution avoids sending manual alerts when a metric fluctuates normally outside a threshold during weekly campaigns or on different days of the week.

Laura Sayag, ecommerce coordinator for the L’Occitane Group, said the initiative was an effort to provide a similar level of experience online as in brick and mortar stores.

“When people walk into a L’Occitane store, we aim to provide an experience that connects the customer to our brand and promotes engagement. At our flagship stores in New York, London and Melbourne, for example, we offer hand massages, product customisation, gift engraving and the chance to enjoy a special a Provençal treat.

“It’s critical to provide the same high level of experience in our brick and mortar store as we do for our online customers.”

A report by Capgemini suggests AI in retail could provide a more than $300 billion opportunity. L’Occitane previously worked with Qubit to deploy personalisation technology based on machine learning.

It features in InternetRetailing’s Europe Top500 report, which ranks the continent’s strongest performing omnichannel retailers.

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