Mannings Double 11 campaign 2024: Harnessing AI for smarter marketing and personalised experiences

This post is sponsored by Appier.

In today’s dynamic retail environment, staying attuned to evolving customer expectations is essential for sustained success. As a trusted leader in the retail sector, Mannings Online Store has long focused on delivering hyper-personalised, data-driven experiences across every customer interaction.

Recognising the potential to further enhance their strategies, Mannings identified opportunities to deepen the use of first-party data and refine recommendation models with advanced AI insights. To build on its existing strengths and achieve greater campaign efficiency, Mannings Online Store collaborated with Appier during its Double 11 Campaign in 2024. This partnership enabled Mannings to harness cutting-edge AI technologies, driving smarter customer targeting, more efficient resource allocation, and meaningful, data-backed engagement across every key touchpoint.

Appier’s advanced AI technologies enabled Mannings Online Store to analyse and harness its first-party data more effectively. By generating actionable user insights, Mannings identified and targeted high-value customers across both paid and owned media channels with precision. Appier’s AI engine went a step further, predicting customer behaviours to enable smarter segmentation, optimise budget allocation, and refine bidding strategies on key platforms such as Google and Meta. This level of automation not only improved campaign performance but also freed valuable internal resources for more strategic initiatives.

One standout feature of this collaboration was Appier’s AI-driven probabilistic matching technology, which unified fragmented customer data across devices, platforms, and touchpoints into a comprehensive 360-degree customer profile. This allowed Mannings Online Store to implement highly effective retargeting strategies that maintained consistency and personalisation throughout the customer journey. With this deeper understanding, Mannings Online Store implemented highly effective omnichannel strategies and precision-focused retargeting campaigns. The result was a notable improvement in real-time campaign responsiveness, with less dependency on manual intervention.

The AI-powered cart and complementary recommendation models further amplified campaign outcomes. By dynamically suggesting products based on cart value and purchasing behaviour, Mannings Online Store successfully increased basket sizes and drove additional purchases—resulting in a 20% boost in cart value. Additionally, personalised email campaigns (eDM) targeting customers predicted to purchase within the next seven days achieved conversion rates three times higher than general eDM campaigns. Also, dynamic AI-optimised web banners delivered tailored offers to category-specific audiences, enhancing customer engagement and driving measurable sales uplift.

This collaboration underscores the evolving role of AI in modern retail strategies. Beyond merely improving short-term metrics, Appier’s AI solutions empowered Mannings Online Store to create deeper, more meaningful connections with its customers. Through predictive analytics, automated budget allocation, and personalised recommendations, Mannings Online Store not only achieved its campaign goals but also set a benchmark for intelligent customer engagement and seamless omnichannel strategy.

At its core, this partnership reflects Mannings' strategic vision for navigating an increasingly complex retail landscape. By thoughtfully integrating AI capabilities into its operations, Mannings has demonstrated operational excellence and a strong commitment to fostering long-term customer relationships. The outcomes of this collaboration highlight Mannings' ability to adapt, innovate, and lead in delivering value-driven experiences that resonate with customers and drive sustained business success.

Mannings Online Store was honoured at the Asia eCommerce Awards 2024, receiving bronze in the 'Best Use of Analytics and Data Insights' category for its Double 11 campaign. This achievement highlights the transformative power of AI in driving shopper engagement and delivering exceptional results during one of the year’s busiest shopping seasons.

Explore how a thoughtful integration of AI-driven strategies can elevate your customer engagement and business performance. Connect with Appier Growth Experts to learn more.