Aditya Birla Fashion and Retail Ltd., announced a strategic partnership with Bengaluru-based Algonomy, which offers artificial intelligence (AI) solutions to retailers, to deploy hyper-personalization solutions to ABFRL’s brands.

“Pantaloons is the first ABFRL brand to deploy Algonomy's personalization tools. This will be followed by other brands,” the company says.

ABFRL will use Algonomy’s flagship products to leverage real-time shopper behavior, as well as store data to personalize end-to-end omni channel experience for shoppers across all consumer channels including website, app, email and in-store, apart from search, browse, product recommendations and content.

The move arises as shoppers in general expect brands to offer a seamless shopping experience across channels. For retailers, this means upping their ante on digital shopping channels.

Varun Rajwade, AVP, product and digital CX, ABFRL says, “for us, it’s important to understand each customer, their intent and context in real time and personalize their experience at a 1:1 level. Manual merchandising and segmentation cannot handle the scale, and as a result e-commerce suffers from low conversions.”

Amit Agarwal, senior vice president, Algonomy says, “Algonomy will work with ABFRL on its digital transformation journey, offering integrated online experiences across recommendation, search, and content for the fashion retailer.”

ABFRL operates clothing brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England in India. The company as a network of 3,212 stores across approximately 31,000 multi-brand outlets with over 6,800 points of sales in department stores across India. Firm also operates the Pantaloons retail chain.

The company holds exclusive online and offline rights to the India network of fast fashion brand Forever 21, apart from several such associations with international brands.