1. Technology & Innovation

World of Sweets taps Algonomy retail technology for deeper understanding of omnichannel customers

Hancocks, a UK-based confectionery wholesaler and part of the World of Sweets Group, is to deploy Algonomy’s Omnichannel Personalisation Platform.

By using AI, customer segmentation, and predictive models that Algonomy’s platform affords, Hancocks is set to deliver online content, product recommendations, search results, and browsing experience based on individual customer profiles.

The wholesaler serves a range of customers, from convenience stores and independent retailers to smaller online confectionery businesses. Alongside its 14 depots located across the UK, it also offers an e-commerce alternative.

The site serves more than 55,000 customers per week offering a Click and Collect and delivery service. The company generates a quarter of its business online. With over 4,000 products, there is a whole load of choices that customers need to make to find what is right for them.

This diversity of customer types, purchase behaviours, and needs means an evolving and dynamic site experience is needed for every customer.

This is where Algonomy comes in to automate customer profiles based on customer type, custom pricing models, and explicit knowledge of when and how each shopper purchases. These real-time profiles provide insights that help deliver contextual 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,” says Gareth Walbyoff, eCommerce Director at Hancocks.

“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,” says Lisa Flanagan, Head – Revenue at Algonomy.

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