AI personalization played a bigger role in this year’s Black Friday and Cyber Monday
This story originally published on sister site, Modern Retail.
This past Thanksgiving week, furniture and home decor brand CB2 used artificial intelligence as part of its text messaging marketing campaigns. Over the busy holiday sales periods like Black Friday and Cyber Monday, when so many retailers are trying to reach customers, the more targeted messages helped the brand stand out from the crowd, said Ami Patel, CB2’s associate director of brand marketing.
Though CB2 is new to the AI tool — this was the first Thanksgiving week that the company used the technology in this capacity — it has worked with the SMS marketing firm Attentive since 2018. Attentive’s AI feature sends text messages to customers on CB2’s behalf, determining the right time to reach customers and customizing the messages to call out specific items tailored to what the customer is looking at on the website, for example.
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Source:: Digiday
