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The Perfume Shop and Iceland deploy machine learning in online reviews

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The Perfume Shop and Iceland are among retailers now using machine learning in their online reviews, says Feefo.

The two, Top50 and Top250 retailers, respectively, in IRUK Top500 research, are working with reviews and customer insights company Feefo to use its machine learning-powered online reviews platform. The Feefo Smart Themes plug-in promises to deploy artificial intelligence to help the end customer find what they’re looking for from reviews in real time. Using a Performance Profiling smart reporting tool, retailers are promised new insights into the customer journey.


The announcement of the new system follows Feefo’s June announcement of a technology partnership with Google. 

The Feefo system identifies emotive keywords and phrases which are deployed to make adverts more relevant and persuasive at a lower cost-per-click.

Niamh Barker, managing director at Feefo customer The Travel Wrap Company, said: “Feefo has helped us refine and improve our Google Ad words strategy for the UK and USA  and we now have a much clearer view  of  where we are achieving best results for the business.”

Neil Mcilroy, incoming head of product innovation at Feefo, said: “Feefo’s smart technology and its application in solving genuine customer problems is one of the key factors driving the success of our reviews platform. Our new partnerships and commitment to bringing clients all the benefits of advanced technologies such as artificial intelligence makes Feefo a very exciting and forward thinking brand to work for.”

Image: Fotolia

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