Bloomreach, a marketing cloud for retail and ecommerce brands, has expanded its partnership with Boohoo Group, an online fashion group, to improve Boohoo's search and merchandising capabilities using Bloomreach's AI technology.

During their existing partnership, Bloomreach provided Boohoo with omnichannel marketing automation to maximize data-driven personalization across their marketing campaigns. 

The new phase of the partnership will introduce AI-powered search and merchandising functionality across multiple Boohoo brands. The technology is expected to enable personalized on-site and in-app shopping experiences for customers.

Analyst QuickTake : The expanded partnership between Bloomreach and Boohoo builds on the foundation in 2021 when Boohoo first adopted Bloomreach's solutions across its portfolio brands. Integrating Bloomreach's AI-powered search and merchandising capabilities into Boohoo's operations represents a strategic evolution of their collaboration. By leveraging Bloomreach's omnichannel marketing automation and customer data platform (CDP) alongside the new search and merchandising capabilities, Boohoo aims to improve personalized customer experiences.