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Aug 02, 2022
In General
“We were doing really good personalisation on a channel-by-channel level,” explains Saul Lopes, Head of CRM at Currys plc. “[But] we found the opportunity to actually take a step back and look at end-to-end personalisation moments – how could we give customers a complete personalised experience, end-to-end?” The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. This thought process gave rise to a new collaboration with AI-powered copywriting platform Phrasee, with whom Currys had already been partnering for several years, and led to Currys becoming the first brand to experiment with Phrasee’s new real-time language optimisation technology, Phrasee X. I spoke to Lopes, together with Phrasee CEO Parry Malm, about how Currys came to implement real-time optimisation of its abandoned basket email subject lines, how the technology works and what results it gained, and why marketers shouldn’t view personalisation as an end in and of itself – but why it can be a powerful solution to certain business problems. When Currys initiated its end-to-end personalisation project, the team set out to isolate ten moments that had the greatest customer value. “We’re really, really focused on: what are the ten moments that have the most customer value? And how we can improve the way we personalise not just on email, but on web, call centres, in a retail shop, et cetera, et cetera – throughout all of our channels,” explains Lopes. “That was a really good exercise that we did across the business; and out of it came these opportunities.”
The importance of language content media
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