Google Cloud Platform > 实例探究 > 贝纳通集团:通过人工智能和云分析提供个性化推荐并提高转化率

贝纳通集团:通过人工智能和云分析提供个性化推荐并提高转化率

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技术
  • 分析与建模 - 实时分析
  • 自动化与控制 - 人机界面 (HMI)
适用行业
  • 消费品
  • 零售
适用功能
  • 销售与市场营销
用例
  • 实时定位系统 (RTLS)
  • 资产跟踪
服务
  • 云规划/设计/实施服务
关于客户
贝纳通集团是一家著名的时装公司,在全球拥有 4,000 家商店网络。他们致力于环境、人类尊严和社会变革。
挑战
在 COVID-19 大流行期间,贝纳通集团希望改进在线客户的推荐工具,并获取有关多渠道环境中购物模式和商店绩效的详细见解。
解决方案
贝纳通集团采用了基于云的平台,并使用人工智能和云分析来个性化推荐并创造低摩擦的用户体验。他们利用Recommendations AI 导入产品和客户信息,并训练模型以在网站的各个部分显示推荐。
运营影响
  • The implementation of Recommendations AI and the redesign of the user experience have significantly improved Benetton Group's online customer engagement. The company found that users who clicked on the recommendations panel had a conversion rate six times higher than those who didn't. The sales from these interactions were also 7% higher on average than sales that hadn't come through the recommendations panel. Furthermore, customers who engaged with the panel stayed on the site almost three times longer than those who didn't. The successful rollout of the redesigned user experience, including the release of Recommendations AI panels across its top five markets, has led Benetton Group to work on extending it to the rest of its territories. The Group is also working to improve its recommendations tool by adding automation for even more responsive engagement with customers.

数量效益
  • Increased conversion rate by 6 times when customers interacted with the panels generated by Recommendations AI

  • Boosted sales by 7% by reducing friction in the sales funnel

  • Increased customer engagement and time spent on the website by almost 3 times

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