The shift toward AI-driven personalization is rewriting the rules of e-commerce. Fashion brands like Oh Polly are leading the way, reporting an extraordinary 80% increase in conversion rate after deploying machine learning tools to tailor every aspect of the online shopping experience.
How Oh Polly Used AI to Transform E-commerce Oh Polly , known for its stylish dresses and occasionwear, partnered with leading AI personalization platform Nosto to overhaul its website merchandising and customer journey. By
customizing product feeds and recommendations at every customer touchpoint—homepage, category, and checkout, the brand achieved the biggest game changer.
Key AI Personalization Features Powering Growth Personalized Recommendations : Visitors see best-sellers, recently-viewed items, or products most relevant to their past shopping activity. At checkout, Oh Polly uses cart-based recommendations to encourage cross-selling, even with typically single-item baskets.
This strategy drives a 5-10% conversion rate even for high-ticket items such as £70 dresses, which has massively improved average order value.
Visual AI for Out-of-Stock Items : When viral styles sell out, Oh Polly’s AI instantly recommends visually similar, in-stock products, reducing cart abandonment and missed sales opportunities. Automated Merchandising : AI algorithms dynamically control how products are sorted and shown on category pages…
