Manière De Voir (MDV) is a fast-growing sports luxe fashion brand, based in Manchester.
Treating all its customers as an extension of the MDV family, the retailer wanted to move away from a one-size-fits-all approach to its newsletters, making them more relevant to each recipient’s tastes and interests.
MDV’s marketing team wanted to personalise the contents of each newsletter depending on factors such as category and style affinity, and whether the recipient is interested in mens- or womenswear.
But determining customer tastes and interests relies on making sense of the complex interactions between multiple data points, and with a small marketing team, the prospect of manually carrying out the extensive customer segmentation needed to personalise its newsletters prevented the retailer from moving forward with its strategy.
So MDV called upon Ometria’s Predictive Segmentation functionality to build customer audiences that the marketing team could use to personalise its newsletters.
Using Ometria’s predictive segmentation engine, a series of mutually exclusive customer segments were created combining gender and category preference (for example, ‘womenswear preference and shorts’) for MDV’s regular ‘new in’ email.
Instead of using manual segmentation, the audience for each of these segments was automatically created, using machine learning to determine each individual’s affinity towards certain categories.
The algorithm takes into account factors such as:
Emails with personalised content and subject lines, tailored to the category affinity of the recipient, were sent to each segment.
So who won this test of human- versus machine-based segmentation?
Compared to the version that relied on simple rule-based segmentation, the AI-segmented email achieved
We were looking for a way to personalise our emails so we could send more relevant content to our subscribers and Ometria allowed us to do that with its predictive segmentation feature. The campaign set-up was really straight-forward and we were so happy with the results we are planning to personalise every email we send using Ometria.