Lingerie Brand Cosabella Credits Artificial Intelligence With 60 Percent Revenue Jump

'As a second generation CEO my goal is to future-proof Cosabella,' said the company's chief Guido Campello on crafting an omnichannel strategy with Emarsys.

The use of artificial intelligence in retail settings remains a vague and experimental concept, but early results from lingerie chain Cosabella suggests that even early uses of automation can drive online-to-offline sales.

Emarsys artificial intelligence (AI) enabled marketing automation platform to enhance customer engagement and acquisition, and conversion growth.

The Italian-based chain, which operates boutiques in New York and Florida in addition to selling its brand at Nordstrom department stores, began using an AI platform operated by mobile tech provider Emarsys in October 2016.

The specific tools Cosabella has been using include Emarsys’s Automation, Predict Web Extend, Smart Insight and CRM Ads products.

Since the integration of that platform, Cosabella says it has seen a doubled its email subscriber list. In turn, that has led to “email-driven” revenues by more than 60 percent compared to 2015. The roll out of the Emarsys platform is the next big step in Cosabella’s move into AI integration during 2017.

“As a second generation CEO my goal is to future-proof Cosabella,” said Guido Campello, CEO at Cosabella. “We will achieve this by hiring the best talent and working with the best technologies out there. Emarsys has not let us down and has wide applications across direct to consumer and our wholesale business.”

The omnichannel moves by Cosabella comes at a challenging time for retail, particularly luxury brands. And considering the period around Valentine’s Day is considerably important, the extra lift from Emarsys could prove crucial for the brand.

Looking at what it’s up against right now, consumers are expected to spend an average $136.57 for a total of $18.2 billion during Valentine’s Day — down from last year’s record $19.7 billion, according to the forecast by the NRF.

“Our customers have to navigate a dynamic, but crowded luxury retail landscape to find a product that offers both style and comfort. It is therefore critical for us to have an intelligent marketing partner to help us cut through the noise and engage effectively with our customers across different channels,” said Courtney Connell, Marketing Director at Cosabella. “We are looking to expand our work by adding more features from the Emarsys marketing platform and realize the benefits of artificial intelligence to execute omnichannel campaigns at scale. This will, we hope, position us as the brand of choice in the luxury lingerie and intimate clothing space.”

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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.