The nation’s largest men’s big and tall specialty retailer is leveraging artificial intelligence to offer online customers individualised styling and outfitting.
As exclusively previewed to Chain Store Age, Destination XL Group (DXL) is implementing the FindMine retail AI platform to scale its expert styling and outfitting services across its digital environment. Customers can obtain personalized advice on how and whether to wear specific products.
By shifting styling and outfitting offerings from manual merchandising to the FindMine AI content engine, DXL can deliver them in-store and digitally at scale, while maintaining quality of service. In the first few months since launching the FindMine platform, DXL reports it has made a “meaningful” gain in incremental revenue per visitor (as measured in an A/B test), and also improved product discovery and sell-through of strategic product categories.
In its marketing campaigns, DXL achieved a 65 per cent interaction rate and an eight per cent conversion rate, compared to industry-standard conversion rates closer to two. Digital styling and outfitting services are delivered across FindMine-supported dynamic and themed landing pages, which incorporate “micro-moments,” such as a current trend toward backyard weddings.
