K&K Fashion partners with Appier to elevate marketing automation and personalized recommendations
Significant boost in click-through rates and conversions through AI-powered personalization
Appier today announced the results of its collaboration with K&K Fashion, a prominent Vietnam-based e-commerce retailer specializing in women's office wear, aimed at revolutionizing the brand's customer engagement strategies. By integrating Appier's AI personalization cloud, AIQUA, K&K Fashion achieved significant improvements in marketing automation and personalized customer interactions. As a result, the Vietnamese fashion brand experienced remarkable increases in click-through rates (CTR) and conversion rates (CVR), enhancing its overall business performance.
In 2022, Vietnam witnessed a substantial surge in its e-commerce revenue, reaching an impressive sum of approximately US$ 16.4 billion. This remarkable figure constituted about 7.5 percent of the total retail sales of goods and services in the country for that year. Key indicators of the thriving e-commerce landscape in Vietnam are evident from a 2022 survey, which revealed that more than 60 percent of internet users in the country had embraced online shopping, contributing to a burgeoning community of online shoppers. The number of these online consumers has steadily risen over the years, culminating in an impressive total of over 57.6 million people engaging in online purchases by 2022. Moreover, the e-commerce sector has exhibited remarkable growth in consumer expenditure across diverse product categories, encompassing consumer goods, digital media, and online travel, signifying a promising trajectory for Vietnam's digital marketplace.
With the explosive growth of ecommerce in Vietnam, K&K Fashion embarked on its own digital transformation journey to enhance customer engagement and drive stronger brand loyalty to elevate its business performance.
Empowering personalized customer engagements
Founded in 2010, K&K Fashion quickly gained popularity among its customers for its inclusive designs, high-quality materials, and sophisticated techniques. With 13 showrooms across Vietnam and a thriving e-commerce platform, the brand sought to enhance customer engagement and tailor their offerings to individual preferences.
"We are thrilled with the results of our collaboration with Appier and the remarkable transformation it has brought to K&K Fashion. We have revolutionized our customer engagement strategies, leading to significant improvements in marketing automation and personalized customer interactions,” said Thanh Le Viet, CEO, K&K Fashion. "The impact of Appier’s AI-powered solutions on our marketing efforts has been nothing short of remarkable. Our partnership with Appier has been truly collaborative, and we value their dedication to refining the platform settings based on our feedback and evolving needs," Thanh Le Viet concluded. "Over the past three years, Appier has been an invaluable partner, continuously delivering tailored solutions that empower K&K Fashion to stay at the forefront of customer engagement and innovation in the competitive fashion landscape."
Figure 1: K&K Fashion managed and automated all of its cross-channel marketing strategies through an all-in-one platform
K&K Fashion identified two primary objectives when seeking a marketing automation partner: accelerated audience segmentation and timely as well as engaging content delivery across multiple channels. With AIQUA's cutting-edge AI capabilities, K&K Fashion found the perfect solution to meet their goals effectively.
Leveraging AIQUA, K&K Fashion efficiently personalized its customers' shopping experiences. The AI-powered system analyzed customer data and behavior to generate personalized product recommendations, significantly increasing the likelihood of purchase. By implementing AIQUA's "Autopilot" feature, K&K Fashion maximized CTR and CVR by dynamically selecting the most effective recommendation models for each customer.
Figure 2: K&K Fashion leveraged product recommendation models to deliver an end-to-end personalized experience for its customers
Driving unprecedented success
The impact of AIQUA on K&K Fashion's marketing efforts has been transformative. The implementation of personalized product recommendations across their e-commerce platform led to a session duration 236% higher than the average of all channels and a conversion rate of 150% higher. Furthermore, AIQUA's data-driven segmentation empowered the brand to send out email marketing campaigns with relevant product recommendations, achieving a remarkable email conversion rate that was 10 times higher than the industry average.
Over the past three years, K&K Fashion and Appier have fostered a strong and collaborative relationship. Appier continually refines its platform settings based on K&K Fashion's feedback, resulting in continuous improvement and tailored solutions that meet the brand's evolving needs.
With a track record of success, K&K Fashion and Appier are poised to continue driving innovation in real-time, personalized marketing. The partnership has yielded exceptional results, and Appier is committed to supporting K&K Fashion on their journey to deliver exceptional customer experiences.
About K&K Fashion
Established in 2010, K&K Fashion is a prominent women's fashion brand known for its sophisticated office wear designs. With 13 showrooms across Vietnam and a thriving e-commerce platform, the brand caters to diverse customer needs and preferences.
Appier (TSE: 4180) is a software-as-a-service (SaaS) company that uses artificial intelligence (AI) to power business decision-making. Founded in 2012 with a vision of democratizing AI, Appier now has 17 offices across APAC, Europe and the U.S., and is listed on the Tokyo Stock Exchange.
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