Farfetch Black & White Aims to Get Personal With Luxury Customers

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Farfetch Black & White Aims to Get Personal With Luxury Customers

By Apparel Staff - 08/23/2017

Certona announced a strategic partnership with Farfetch, the global platform for luxury. The collaboration will see Certona provide omnichannel personalization capabilities for Farfetch Black & White, a service-led turnkey solution for luxury fashion brands.

Farfetch's unique business model guarantees an unparalleled range of fashion from more than 1,500 brands, ranging from established brands to the most interesting new designers and one-of-a-kind styles. Farfetch Black & White, part of the Farfetch Group, is an independently run business unit and e-commerce platform that works directly with luxury fashion brands, creating bespoke solutions to help fully operate all aspects of their e-commerce presence. Through the platform, brands can gain access to tools and support for any of their e-commerce needs, such as international payments and logistics, customer service and omnichannel delivery such as click-and-collect and in-store returns. Launched in September 2015, Farfetch Black & White now has eight clients including Manolo Blahnik, Christopher Kane and Thom Browne.

Certona is rounding out the services provided to brands on the Farfetch Black & White platform by adding its patented artificial intelligence (AI) software and personalisation capabilities to the mix. This will enable fashion brands to make sophisticated product suggestions in real-time, across all customer touch points, ultimately driving higher engagement, conversion rates and customer lifetime value.

This new partnership expands Certona’s existing relationship with Farfetch, which currently uses Certona’s solutions for its own multi-brand e-commerce platform. Certona has delivered outstanding business results for Farfetch; by leveraging Certona’s solutions, Farfetch saw a 10 percent rise in click-through rates in its personalized email marketing.

“Humanizing retail is at the heart of our strategy. We focus on delivering best-in-class experiences, with a customer-centric approach, putting the needs of the customer first. Certona’s ability to make these experiences more relevant and tailored, in real-time, has helped us to deliver on these strategies and initiatives. Certona’s advanced AI solutions have been a key technology differentiator for Farfetch, boosting both engagement and revenue. We’re confident that our Black &White brands will see equally impressive results from embracing digital as a seamless part of their customer experience,” says Kelly Kowal, managing director of Farfetch Black & White. 

“Farfetch is now the number-one online destination for luxury retail. They understand the importance of delivering highly personalized experiences and epitomise how e-commerce should be done in today’s omnichannel age. We look forward to supporting their growth into providing a best-of-breed e-commerce platform,” said Meyar Sheik, CEO of Certona.