Natori Uses AI to Transform Social Media into Sales ; Sees Jump in Revenue and Return on Ad Spend with Albert
April 19 2018 - 12:00PM
Business Wire
The Luxury Retailer Begins Prioritizing
“Performance” Alongside “Beauty” as Autonomous Marketing Platform
Albert Ramps Up Paid Social Media Efforts
The Natori Company, the women’s fashion designer and
manufacturer responsible for the ready-to-wear, lingerie, home,
fragrance and accessories labels Josie Natori, Natori, Josie, and N
Natori, today announced the results of its first three quarters
working with autonomous digital marketer Albert (LSE: ALB.L). Since
May 2017, the artificial intelligence-driven platform has been
executing its label Natori’s paid social media efforts on Instagram
and Facebook, resulting in an 18% increase in ROAS (Return
on Ad Spend), an 84% increase in 2017 holiday-related
conversions, and a 76% increase in social media revenue in
its first six months alone.
Natori’s adoption of Albert came in response to a noticeable
shift in its customers’ online behaviors and the realization that
even its most loyal customers were at risk of drifting away if the
brand didn’t keep up with the increased digital marketing activity
of other brands vying for their attention.Prior to Albert, Natori’s
social media efforts were limited to organic posts which were
handled by its in-house public relations team and primarily focused
on generating brand awareness.
In May 2017, Albert became the first AI technology in Natori’s
marketing stack. Albert was charged with identifying new audiences
on Instagram and Facebook, driving consumers back to its ecommerce
store, and increasing overall conversions originating on social
media.
“We haven’t traditionally been early adopters when it comes to
technology, so making the leap directly to artificial intelligence
was a little out of character. But working with Albert has been a
great experience so far,” said Ken Natori, The Natori Company’s
President. “We’ve gone through a learning curve together—us, in
terms of new ways of thinking about creative and adding parameters
that work for us; Albert, in terms of learning about our audience
and getting smarter over time.”
Working with creative provided by Natori’s creative agency and
KPIs provided by the brand, Albert began testing different creative
combinations (visual and text) and their performance among specific
audience micro-segments. Albert quickly discovered that Natori’s
focus on beautiful creative, designed specifically to capture
audiences’ attention, had to be complemented by data-driven
insights about the different creative and ad types that specific
audiences were responding to.
For instance, Albert determined custom carousel ads to be a
high-performing ad type that significantly exceeded prescribed
benchmarks, and therefore recommended that Natori add custom
carousel items for priority concepts. For the creative team, this
meant learning new approaches to formatting existing content to
keep up with creative demand.
“Our creative teams have traditionally approached creative from
a standpoint of ‘artful;’ now they’re learning how to achieve
artful and performance simultaneously,” said Heidi Maund, eCommerce
Director at The Natori Company, who is driving digital
transformation in the brand’s marketing practice. “Rather than
sacrifice the Natori aesthetic, our work with Albert is more so an
exercise in working with content differently to meet the demand of
performance campaigns. Overall, we’re adopting a performance
mentality and learning to think beyond initial awareness of our
campaigns.”
After learning which creative combinations were driving the most
conversions among which audiences, Albert was able to increase
Natori’s online conversions by 24% in only a single month. In
November and December of 2017, Albert ran holiday-specific
campaigns that increased conversions, compared to subsequent
months, at an average of 84% per month. Overall, the campaign has
increased their Return on Ad Spend by 18% with the lifetime ROAS
increasing significantly during the holiday selling season.
Natori has responded to Albert’s demand for increased content
needs by hiring additional creative agencies to format its
top-level creative content for use in a performance-driven
marketing environment. In collaboration with Natori’s teams, Albert
has built a strong revenue flow from a channel that had previously
delivered only numbered conversions.
###
About Albert™Albert, created by Albert Technologies, LTD.
(AIM: ALB.L), is the world’s first and only fully autonomous
digital marketer. The enterprise-level artificial intelligence
platform drives digital marketing campaigns from start to finish
for some of the world’s leading brands. Albert liberates businesses
from the data and technology complexities of digital marketing—not
just by replicating their existing efforts, but by executing them
at a pace and scale not possible by human teams. “He” accomplishes
this by wading through mass amounts of data, converting this data
into insights, and autonomously acting on these insights, across
channels, devices and formats, in real time. Brands such as Harley
Davidson, Cosabella and Dole Asia credit Albert with significantly
increased sales, an accelerated path to revenue, the ability to
make more informed investment decisions, and reduced operational
costs. For more information, visit albert.ai.
ABOUT THE HOUSE OF NATORIThe House of Natori was founded
in 1977 and today is one of the fashion industry's most
recognizable designer brands. Each of the Natori brand collections
-- Josie Natori, Natori, N Natori and Josie by Natori -- is a
reflection of the namesake designer's distinctive, East/West
aesthetic, with products ranging from ready-to-wear, lingerie,
sleepwear and hosiery, to home textiles and accessories, bath, and
fragrance. Natori products are available in the world's leading
retailers and specialty stores, including Neiman Marcus, Saks Fifth
Avenue, Nordstrom, Bloomingdales, and Dillard's, among many
others.
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