Full-funnel Personalized Marketing Success Turns First-Time AI Users Into True Believers

Fashion shoppers not clicking through anymore

With so many apparel websites out there nowadays, the Miustar Growth Management team knew that selling the hottest items and spending more on advertising are not long-term solutions.

They needed to work more efficiently with what they already had which meant converting more of their existing traffic and getting more return on their ad spend. But both of those goals depend on something more fundamental: consumer insights that target the right shoppers.

The new direction

Leading brands these days are intensely focused on the customer. They've realized that understanding consumer preferences and providing the right product to the right shopper makes the customer journey more enjoyable — leading to more clicks and more conversions. This was the direction that Miustar needed to go and Rosetta AI was there to guide them.

Backend automation, full-funnel personalized recommendations

The Rosetta AI personalized marketing solution is unique because it uses a visual-AI-driven recommendation engine optimized for fashion e-commerce.

For Miustar, it improved their backend efficiency and provided accurate recommendations to shoppers, thus streamlining the workflow and increasing conversions. Most importantly though, the extra-detailed tags get used to build up shopper preference profiles.

Automated product tagging and analysis

Automating product tags relies on computer vision trained by Rosetta AI beauty and fashion industry experts. The training makes sure that the AI writes the tags to industry standards.

Category tags can be set to #style #pattern #material #sleeves #color, and up to 30 more. The tags can also be written into product descriptions, and used as clickable links to other related categories, improving product discovery.

The additional product tagging detail in shopper preference profiles helps Miustar make accurate recommendations, a subtle part of the CX that goes a long way to build better customer relationships.

Plus, the automation saves time spent on maintaining web pages with product updates.

Personalization all along the consumer journey

The accuracy of Rosetta AI tags provides deeper insight into consumer preferences so the AI can predict what shoppers intend to buy at just the right time.

But the AI understands more than just consumer preferences. It also analyzes on-site behavior in real time, paying attention to clicking, scrolling, browsing and buying on every page.

With this data in hand the AI runs a recommender box featuring items “You might really like” on the Miustar product details page, just when the shopper is close to purchasing.

Seeing products with attributes that are similar to ones seen before converts shoppers at a higher rate, and even drives up average order value.

Personalized recommendations ease product discovery, letting consumers find lots of their favorite things grouped together. Saving time while searching this way removes the friction-point of searching for products one by one. It makes them click through to more products, stay longer and buy more!

Shortly after adding personalization to their website Miustar improved engagement with better click-through rates and conversion on the product page.

Muistar increased their click-through rate 2x, raising it from 2 to 4 percent puting Muistar in the best 20 percent of style and fashion websites, and increasing their conversions by 3.2x.

Full-funnel personalized marketing levelled-up Miustar’s customer journeys, especially at the critical last phase. The deeper consumer insights create accurate recommendations that keep shoppers clicking and coming back for more.