Bally’s Partners with AI Startup PRE for Luxury eCommerce Makeover
Bally, the renowned Swiss luxury brand, has joined forces with the AI startup PRE to revolutionize its online store. PRE, formerly known as Predictive Commerce, is based in Toronto and specializes in human behavior modeling to analyze websites. Through this partnership, they aim to optimize Bally’s e-commerce business by leveraging AI technology.
The collaboration between Bally and PRE has been ongoing for several months, with significant progress made in the past six months. PRE impressed Bally with its AI capabilities, particularly its ability to create virtual shoppers that simulate the brand’s online customers. By focusing specifically on luxury fashion shoppers, PRE provided valuable insights that helped Bally understand the features and services that yield the best results.
Bally was equally impressed with the speed of execution demonstrated by PRE. Within minutes, PRE provided relevant and actionable statistics, which Bally used to enhance the digital user journey on their website. This ability to quickly generate valuable insights has been instrumental in optimizing Bally’s online shopping experience.
PRE’s innovative approach has unveiled critical aspects of Bally’s e-commerce that would have been difficult and time-consuming to identify otherwise. For example, they discovered that virtual shoppers were struggling with the site’s size recommendation feature, resulting in significant disengagement after 15 seconds. This finding led to the development of a new size translation tool, currently undergoing testing before its official launch.
Additionally, by analyzing the impact of product descriptions on shoppers, PRE and Bally utilized generative AI to rewrite these descriptions based on behavior modeling. This optimization process aims to enhance the overall shopping experience for customers.
Looking ahead, Bally and PRE envision further advancements and innovations enabled by AI on Bally.com. As the CEO and founder of PRE, Parham Aarabi, emphasizes the business applications of these tools. While AI technology has limitless potential, it also raises ethical considerations. Aarabi, who is also a professor of applied artificial intelligence at the University of Toronto, employs a unique method that incorporates data from various sources, making duplication challenging.
PRE’s journey exemplifies the current AI era, as each breakthrough paves the way for new use cases, tools, and platforms. Originally conceived as a smarter way of conducting website A/B testing, the capabilities of PRE’s behavior modeling have expanded within a year of its launch, propelling the company to explore its potential in various domains.
In summary, Bally’s collaboration with AI startup PRE marks an exciting chapter in luxury e-commerce. By harnessing the power of AI and human behavior modeling, Bally aims to enhance the online shopping experience for its discerning customers. As technology continues to evolve, the possibilities for AI in the retail industry are vast, and innovative partnerships like this one pave the way for future advancements.
