How Mobiles.co.uk is using machine-learning to personalise deals that suit both customers and its own strategy

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Carphone Warehouse subsidiary Mobiles.co.uk is deploying machine-learning technology that  personalises deals to fit the needs both of its customers and its own business. 

The retailer is working with RevLifter, using technology designed to create deals that suit individual customers and enable the brand to meet its strategic goals. 

Jay Karsandas, digital marketing manager at mobiles.co.uk, said: “Since partnering with RevLifter we’ve built an AI algorithm which goes through millions of data lints to find the deal which delivers the best value for the customer and the best margin for us in real-time; a genuine win-win.

“We’re really excited about the future direction of RevLifter and the vision the founders have regarding the dynamic new role that hyper-personalised deals can play within a marketing strategy.”

Mobiles.co.uk is among a number of retailers and brands using RevLifter’s ecommerce deals personalisation platform, the Deal Intelligence Engine. Its clients also include AO, Puma, The Hut Group, TM Lewis and Clarks.

RevLifter co-founder and chief executive Simon Bird said: “Deals are currently pre-planned off-the-shelf promotions for the masses or involve customers searching Google for discount for discount codes with third-party voucher sites for offers that actually negate your marketing strategy. We’re opening marketers’ eyes to the potential for deals to achieve whatever it is the business strategy demands. It could be a fashion brand aiming to encourage more customers of certain sizes or an electronics retailer wanting to maximise profit margins per basket. The reality that they can do this while better meeting the individual needs of each single customer in real-time, represents a huge opportunity.”

The two-year old company, founded by Bird and chief product and strategy officer Ryan Kliszat, has recently raised £2.3m in seed funding from a syndicate of new and existing investors including Coutts.

Kliszat said: “We use AI to drive real-time relevance for customers, turning the deal from a blunt axe to a laser-targeted bomb. We’re adding more precision across more marketing channels all the time and are working towards a future in which deals are no longer a slightly dirty, loss-leading ‘extra’ but are used to drive entire business and customer engagement strategies.”

Image: Fotolia

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