User Experience—Can Algorithms Understand Luxury?
It’s not just aesthetics at Tommy stores where shoppers will notice a stark contrast to more basic high-street clothing retailers—attentive, personalised customer service from knowledgeable store assistants is also part of the experience.
Tommy stores are also free of the long queues and hustle and bustle you might find in a big department store, so the customer journey feels easy, unhurried and intimate.
Tommy’s website achieves the same hassle-free experience with AI-powered search. Natural language processing (NLP) serves up relevant visual suggestions before a search term is even completed.
This is just the first step on a streamlined customer journey at Tommy’s website. When visitors land on a product page, curation and CRO continue working together to present a visually appealing selection of complementary—and highly personalised—items and styles.
This is thanks to sophisticated algorithms interpreting customer data behind the scenes to anticipate intent, determine desires and respond accordingly.
Personalised recommendations continue at multiple touchpoints throughout the journey through to post-checkout, when Attraqt’s AI algorithms can send dynamically generated marketing emails and offers targeted at specific segments or individual shoppers.
In doing so, Tommy successfully recreates the customer intimacy found in its brick-and-mortar stores at scale— bringing a fully realised vision of the luxury experience to the mass market.
These functions reduce pressure on merchandisers, allowing them to quickly adapt their strategies to the priority KPIs of the hour—and Attraqt’s SaaS architecture keeps costs low by letting teams pick and choose the tools that best suit their goals from a granular feature set.