Vietnamese fashion brand, Kk Fashion, has transformed its customer engagement strategy by leveraging artificial intelligence in partnership with Appier. Established over a decade ago, KK Fashion initially relied on manual methods for understanding customer preferences and delivering product recommendations. Recognizing the need for greater efficiency and personalization, KK Fashion adopted Appier’s AI-powered solutions three years ago, marking a significant shift towards automated and data-driven customer interaction.
CEO of KK Fashion, Thanh Le Viet, recently discussed the brand’s successful collaboration with Appier and their experience with AIQUA, Appier’s AI personalization cloud solution. Thanh highlighted two primary objectives that led KK Fashion to seek a marketing automation partner: accelerating audience segmentation and message delivery, and enhancing customer engagement across diverse content and channels.
In essence, KK Fashion aimed to harness AI to expedite data analysis, streamline audience segmentation, and ensure timely delivery of relevant messages. Furthermore, a core goal was to personalize content delivery to individual customers, optimizing both the timing and channel for maximum impact.
Discovering Appier’s AI Expertise
“I was already familiar with Appier’s advertising solutions,” Thanh explained, acknowledging Appier’s established proficiency in data analysis and enrichment. This prior awareness led him to explore Appier’s marketing automation offerings.
AIQUA stood out due to its capacity to utilize first-party data for delivering personalized engagement across multiple channels. As Appier’s AI personalization cloud, AIQUA empowers marketers to employ machine learning to discern individual customer needs and preferences. This enables the delivery of tailored content across various channels from a unified platform, ensuring relevance and enhancing customer experience.
AIQUA’s Impact on KK Fashion’s Business Growth
For a fashion-forward brand like KK Fashion, AIQUA provides a powerful tool to showcase items most likely to appeal to individual shoppers, streamlining their online shopping journey. Instead of navigating through an extensive website, customers are presented with curated selections.
Based on visitor interactions, including views, clicks, and purchases, AIQUA strategically places product recommendations across KK Fashion’s e-commerce site. These recommendations are not only personalized but also dynamically adjusted based on the customer’s journey stage. For instance, homepage recommendations might feature new arrivals or trending items, while checkout page suggestions could highlight accessories complementing items already in the shopping cart.
A standout AIQUA feature that KK Fashion effectively utilized is “Autopilot.” Leading recommendation engines often incorporate multiple recommendation models. AIQUA’s Autopilot feature removes the complexity of manual model selection. By activating Autopilot, the system automatically identifies and applies the model that maximizes click-through rates and conversion rates for each placement. This resulted in a remarkable 236% increase in session duration compared to the average across all channels, and a 150% uplift in conversion rates, demonstrating the power of AI-driven optimization in enhancing KK Fashion’s online sales.
Beyond website enhancements, AIQUA has significantly improved KK Fashion’s subscriber outreach. Compared to industry benchmarks of 15.68% open rates and 2.0% click rates for email marketing, AIQUA-powered EDM campaigns, leveraging AI-driven data segmentation, achieved impressive results for KK Fashion: a 35.61% open rate and a 12.31% click rate. Furthermore, the conversion rate was nearly four times the market average. These gains are largely attributed to the relevant product recommendations and sales information delivered by AIQUA to engaged audiences, ensuring that KK Fashion’s marketing messages resonate with customer interests.
Even more noteworthy are AIQUA’s trigger-based EDM campaigns, which send emails based on specific user actions. These campaigns achieved exceptional engagement metrics for KK Fashion, with a 59.18% open rate and an 18.89% click rate. This translated to an email conversion rate over ten times higher than the average market rate, highlighting the effectiveness of timely and personalized communication triggered by customer behavior in driving sales for KK Fashion.
Future Collaboration between KK Fashion and Appier
The partnership between KK Fashion and Appier has flourished over the past three years. KK Fashion has actively embraced and integrated numerous new features and functionalities of AIQUA. Thanh and his team have also provided valuable client-side feedback to Appier, contributing to the ongoing refinement and improvement of the AIQUA solution for all users.
The successes realized thus far exemplify the achievements of this ongoing collaboration. Appier is committed to further supporting KK Fashion in delivering increasingly real-time and personalized marketing experiences, ensuring KK Fashion remains at the forefront of customer engagement in the competitive fashion industry.
