Benetton Group: Enhancing Customer Experience with AI and Cloud-Based Analytics

Benetton Group, a globally recognized fashion company with a network of 4,000 stores, was faced with the challenge of improving its online customer experience during the COVID-19 pandemic when physical stores were shut. The company had already digitized its shopping experience and built a marketing data lake to understand its customers better. However, it sought to enhance its recommendation tool for online customers and provide a more personalized, real-time shopping experience. The existing content management solution had a built-in recommendation tool, but it lacked sophistication. Benetton Group wanted to leverage advanced analytics and AI to gain detailed insights into shopping patterns, store performance in a multichannel environment, and how to localize recommendations for a global customer base.

Benetton Group is one of the best-known fashion companies in the world, operating in key global markets with a network of 4,000 stores. Founded in 1965, the Group has distinguished itself with its sense of style, bold use of color, and inclusive messaging. It is committed to the environment, human dignity, and societal transformation. During the COVID-19 pandemic, Benetton Group successfully digitized its shopping experience and built a marketing data lake to better understand its customers and their preferences. The Group is continuously planning for the future while living in the present.