Hancocks, one of the UK’s largest confectionery wholesale and part of the World of Sweets Group, recently announced that it will deploy Algonomy’s Omnichannel Personalisation Platform to develop a deeper understanding of their customers and deliver experiences that are in tune with their varied customer base.
This isn’t the first instance of a company turning to AI and deeper data insights in order to better understand customer behaviours, trends and latest developments, as Givaudan recently launched its Customer Foresight platform, leveraging AI in order to not only understand customer behaviours today, but to predict where they would be in the future.
Using advanced AI, customer segmentation and predictive models afforded by Algonomy’s platform, Hancocks will deliver online content, product recommendations, search results and browsing experience based on individual customer profiles, the company said.
Hancocks serves a range of customers from convenience stores and independent retailers to smaller online confectionery businesses.
The online site serves more than 55,000 customers per week offering a click-and-collet and delivery service. According to Hancocks, it generates a quarter of its business online.
Algonomy’s platform has been brought in to automate customer profiles based on customer type, custom pricing models and knowledge of when and how each shopper purchases. Using these real-time profiles provide insights that help deliver engagement every time a customer visits the site.
“Algonomy was the perfect fit for our requirement as their personalisation platform encompasses not just product recommendations but also other path-to-purchase touchpoints of Search, Navigation, and Content,” said Gareth Walbyoff, eCommerce Director at Hancocks.
Algonomy’s personalisation platform uses a library of 150+ pre-built strategies to ensure every customer engagement is contextually relevant. Besides offering pre-built strategies, the platform provides configurable strategies that allow non-technical users to create their own personalisation strategies for specific use cases. This self-serve personalisation capability eliminates the dependency on technical/IT teams, enabling business users to evaluate their hypotheses on the fly.
By deploying the platform, Hancocks will extend its leadership position with the delivery of end-to-end, multi-channel personalisation to customers based on individual preferences and behaviours.
The platform also provides advanced merchandising and brand controls that will help the company align personalisation with specific business goals — engagement, conversion, active promotions, basket size, or margin management.
“We are excited to be a part of Hancocks’ growth story. We look forward to helping them convert every digital interaction into a personal experience for their customers, and thereby drive greater engagement and revenue,” said Lisa Flanagan, Head – Revenue at Algonomy.
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Caitlin Gittins
Editor, International Confectionery
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