UAE fashion major 6thStreet said it has achieved up to eight times return on ad spend (ROAS) through its partnership with Gupshup, a leading conversational AI engagement platform.
6thStreet said the platform’s automated campaigns based on shopper behaviour led to a 5-time increase in abandoned cart recovery, and gained an 8 percent boost in the recency score of its active customer base.
The platform’s capabilities like product discovery and upsell recommendations have enabled the brand to deliver highly personalised shopping experiences, the company said.
6thStreet, Gupshup to create ‘tailored experiences’ for customers
“Collaborating with Gupshup has meant we can create tailored experiences for various customer segments – whether it’s reactivating dormant customers or deepening relationships with our most loyal shoppers,” said Hitesh Malhotra, Marketing Head, 6thStreet.
“With personalised marketing and automated triggers, we can move faster and drive higher conversions, leading to transformative gains for our business and our shopper journey,” he said.
Conversational marketing by companies like Gupshup provide personalized, segment-based marketing tools to companies and brands on channels like WhatsApp.
“With WhatsApp’s near-universal adoption in the Middle East, conversational marketing has become a strategic imperative for retail and e-commerce growth,” Beerud Sheth, Co-founder and CEO, Gupshup, said in a statement.
“The future of retail is conversational, and the results we’re seeing are just the beginning,” he said.
Gupshup’s expansion in the Middle East reflects the region’s increasing appetite for AI-driven customer engagement.
It provides conversational solutions to companies in the retail, e-commerce, BFSI and real estate sectors.
The company recently expanded its presence in Saudi Arabia, launching a new office to support businesses across the Kingdom.
6thStreet is a part of global fashion and lifestyle retailer Apparel Group, and is known for making over 1,200 global brands accessible to Middle Eastern consumers.
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