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L’Occitane uses machine-learning to improve its online personalisation

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Cosmetics retailer L’Occitane is using personalisation technology that combined machine-learning and customer behaviour data to deliver a tailored online experience for visitors.

It says the partnership has already contributed to significant surges in its KPIs. Using Qubit’s Aura, personalisation system and Qubit Pro, AI-powered mobile discovery solution, L’Occitane says it saw revenue surges including revenues per visits (RPV), revenue per customer (RPC) and mobile conversions.

“Our customers now expect the same personalised services they receive in-store online,” says Loanne Le Gac, e-business product coordinator at L’Occitane en Provence.

“Our ecommerce team is committed to ensuring that that’s the case, and on a worldwide scale. Qubit allows us to deliver a personalisation program on multiple domains to ensure a consistent level of quality and service across the channel.”

Graham Cooke, chief executive officer and co-founder of Qubit, says: “We are thrilled to partner with L’Occitane, harnessing the brand’s behavioural and intent data to scale personalisation efforts.

“The ultimate goal of our collaboration is to ensure that all L’Occitane customers, regardless of channel, have fulfilling and meaningful experiences with the brand. By adopting technology that allows them to prioritise the shopping experiences they deliver to online and mobile shoppers, L’Occitane can continue to provide the highly personal service their customers have come to expect.”

L’Occitane started using Qubit Pro’s behavioural data service to target customer experiences in domains such as Japan, Brazil, and London to Australia. Among the techniques used is social proof which informs a shopper of how other online consumers are behaving in a similar customer journey. The strategy exhibited a 2.86% uplift in RPV and 3.55% increase in RPC in the UK. Whereas, a tactic to eliminate cart abandonment resulted in 2.65% growth in the US.

As L’Occitane saw more shoppers browse and shop on their smartphones on the brand’s product catalogue, the brand deployed Qubit Aura’s AI-powered personalisation on its mobile’s website. The solution shows products feed based on the user’s previous behaviour. The brand’s UK ecommerce team reported a 159% increase in a smartphone conversion rate, as a result of Qubit Aura.

Image credit: Fotolia

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