Summary
This case study outlines the implementation of an AI Shopping Assistant by Samsonite to enhance customer engagement and address the challenges posed by information overload on their e-commerce platform. The initiative began with a three-month proof of concept (PoC) in the UK market, focusing on three brands. The primary goal was to deliver in-store quality guidance at scale across 20 markets. The results showed a validated 2.2x return on investment (ROI) through improved conversion rates and average order values. The AI Assistant was designed to answer customer inquiries similarly to a sales associate, providing clarity on product specifications and facilitating decision-making. The solution addressed the paradox of choice faced by customers and has led to plans for scaling the Assistant to additional sites. The case study emphasizes the importance of using proprietary data to enhance the AI's performance while remaining focused on customer-centric solutions.
