FARFETCH Finds a Perfect Fit With AI Content

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As a brand dedicated to empowering individuality across the globe, luxury retailer FARFETCH strives to tailor its communications to the preferences of millions of users.

To take this ethos to the next level, FARFETCH saw an opportunity to optimize its brand language in its email marketing campaigns in order to enhance user engagement.

FARFETCH uses Phrasee’s advanced AI-powered content to test fresh styles, tones, words, and phrases, and constantly pinpoint the language that resonates best with its audience.

FARFETCH website on a mobile


Phrasee’s AI captures FARFETCH’s unique tone of voice, while also allowing human oversight over all optimized messages, so that the FARFETCH team can ensure its AI-powered communications always reflect its values with clarity and continuity. The result is millions of optimized messages that raise engagement with FARFETCH’s audience, without ever wavering from the brand’s inimitable tone and style.

With Oracle Responsys as its email service provider, FARFETCH uses Phrasee to optimize its subject lines in its broadcast and trigger campaigns including abandoned browse, basket, and wish list messaging. In its emails, FARFETCH promotes women, men, kids, and beauty products from designer brands such as Gucci, Prada, and Alexander McQueen. Optimizing across this wide range of communications has proved crucial in making the FARFETCH customer lifecycle as seamless and engaging as possible.

“Phrasee was the only software provider able to capture our unique tone of voice, and adhere closely to it consistently while optimizing our messaging to our audience of millions.”
Nadya Matthias – Head of CRM, FARFETCH


Across broadcast and trigger campaigns, FARFETCH has seen high levels of customer engagement, with record numbers of new customers driving increased year-over-year transactions. Content optimization now plays a key role in its customer journey, generating more opens, clicks, and conversions across the board.

FARFETCH promotional campaign results

Since adopting Phrasee’s AI-optimized content, FARFETCH has secured some seriously impressive results, including 38% average click rate uplift and 31% average open rate uplift across its trigger campaigns (such as abandoned basket and browse), and 25% average click rate uplift and 7% average open rate uplift across its promotional broadcast campaigns (such as sales and offers). 

FARFETCH trigger campaign results

After boosting engagement with its email campaigns, FARFETCH is looking to optimize its marketing messages across the full customer journey, including push and social campaigns. 

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