Boohoo Group has expanded its use of search and merchandising tools provided by the cloud-based e-commerce experience platform Bloomreach.

Already a customer of Bloomreach’s omnichannel marketing automation with built-in customer data platform capabilities, Boohoo will now introduce AI-powered search and merchandising from Bloomreach across several of its brands.

Since adopting the tools across its 13 portfolio brands in 2021, Boohoo has worked to maximise data-driven personalisation in its marketing campaigns, leading to reported increases in conversion rates and return on investment.

With the AI-powered technology, Boohoo will be able to use customer and product data to serve personalised, on-site and in-app journeys that mirror existing marketing campaigns.

This includes the ability to boost and rank products using real-time customer data, connecting customers with the products they want to buy.

GlobalData’s retail intelligence finds that consumers are now willing to pay a premium price for individualised products specifically tailored to their needs and goals.

PrettyLittleThing.com CMO Nicki Capstick commented: “The ability to use first-party data to extend personalisation from our marketing campaigns to our on-site and in-app search and merchandising experience is a game-changer. We look forward to seeing how this will enhance the shopping experience for our millions of customers.”

In early 2024, Boohoo committed to ensuring that all green claims on its products are precise, unambiguous and not misleading, following an investigation by the UK’s Competition and Markets Authority.