Predicting What They'll Love:
Monsoon's AI-Driven Evolution
of the Weekly Broadcast
Discover how Monsoon Accessorize uses Ometria’s product affinity segmentation to predict what each customer is most likely to love, bringing AI personalization to broadcast campaigns at scale.
of weekly broadcast campaigns now
use product affinity segmentation*
increase in AOV vs campaigns without
product affinity segmentation**
affinity campaigns launched
per quarter***
Head of CRM
“Product affinity segmentation lets us personalize our broadcast campaigns at scale. We can predict what customers are most likely to love and reflect that in our content.”
Established in 1973, Monsoon is a British fashion brand celebrated for its expressive, bohemian-inspired aesthetic. With over 50 years as a high-street favorite known for marrying traditional craftsmanship with contemporary silhouettes and quality materials, customers return time and time again for feminine, free-spirited designs, from standout dresses and blouses to timeless tailoring and occasionwear.
Personalized campaigns at scale
Monsoon’s CRM team had been sending weekly broadcast campaigns to a broad audience. While engagement was strong, they had a vision to drive even greater impact. They wanted to deliver content aligned with each customer’s product interests and test creative hypotheses, without laborious campaign creation workflows.
Product affinity segmentation
Ometria’s product affinity segmentation predicts which customers are most likely to engage with specific product attributes including brand, category, color and fabric. Using 12 months of purchase, visit, and basket data, each contact is assigned an affinity score (Established, Growing, Emerging). This lets the Monsoon team create campaign-specific splits in minutes, directly within the broadcast workflow.
Head of CRM
“Because it’s based on actual purchase and browsing behaviour, we trust the predictions. It gives us confidence that we’re showing customers products they’re genuinely interested in.”
A firm fixture in Monsoon's broadcast strategy
Integrating product affinity segmentation into weekly broadcasts has added an intelligent layer of personalization. Category-based segmentation proved particularly effective with their customers, with the clear uplift in conversion and engagement making affinity-led campaigns a reliable and consistent element of Monsoon’s CRM strategy.
“Product affinity segmentation gives us a smarter foundation for personalization. It’s helping us scale relevance today, while setting us up to experiment even more in the future.”
- Miriam Sutton, Head of CRM, Monsoon Accessorize
The team keeps coming back to product affinity segmentation because it delivers meaningful impact at speed. By using real customer behaviour to predict what shoppers are most likely to engage with, every campaign gains a clear, data-backed edge.
With Product Affinity Segmentation now part of their broadcast playbook, Monsoon plans to keep experimenting, particularly with using dynamic content which adapts to the individual’s current position in the customer lifecycle.
See it in practice
Adding product affinity segmentation to a campaign using Architect AI™ by Ometria.
(For demonstration only; not real data)
*% of campaigns using PAS across H2 2025
**AOV % increase across non-incentive based campaigns in 2025
***Average across 2025
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"The insight we gained from Ometria really is gold dust to us. The commercial results we’re seeing are really pleasing to see, and show that we are on the right track.”
"Ometria's predictive segmentation tool has allowed us to enhance segmentation based on a complex algorithm, and these results are very exciting to see!"
"Ometria are very much part of the CRM team. We work with them on our strategies, we work with them on new ideas and opportunities, and frankly, without them we wouldn’t be able to deliver what we do."
“The insight really is gold dust to us right now. The projections are powerful and eye opening, the objectives are clear with an achievable roadmap.”
