Galeries Lafayette launches a BtoB platform focused on customer experience
Galeries Lafayette is entering the growing segment of 'retail media', all communications and advertising devices in the customer shopping journey.
The company is launching a BtoB platform called 'Tailored Insights' for its brand partners to deliver analytics and personalization options for the online consumer experience.
To build this platform, Galeries Lafayette is capitalizing on the 5.4 million monthly visitors on its e-shop, but also on the data collected in its store network. The platform, created internally, is based on artificial intelligence algorithms, focused on fashion and home.
"Thanks to its secure management and the reliability of the data analysis it provides, Galeries Lafayette's partner companies will be able to monitor their performance and customer profiles; offer a more adapted product and offer and anticipate the trends of the coming seasons to create more effective measurable marketing systems," said the company in a statement.
Galeries Lafayette, which relaunched its television marketing this fall, has a network of 57 points of sale in France, of which 19 units are operated directly and 38 are managed by franchises.
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