Roots uses AI to redesign its website with a focus on user experience

It isn't easy for a business to stick around for 45 years and remain relevant in the digital age, even if your brand is as iconic as Roots Canada – but to avoid being left behind, the Toronto-based clothing retailer is using its website redesign to meld its brick and mortar store experience with its digital marketing strategy. In March the retailer finished giving its site, Roots.com, a complete facelift, using artificial intelligence (AI) to create a more modern, streamlined appearance from start to finish, including the homepage, shopping cart and end pages. Roots' biggest goal, said Jamie Garratt, CEO of Idea Rebel, the digital marketing agency that Roots hired to redesign the website, was to redesign not only the look but also the feel of the site. It was all about making a positive, user-centric experience, he told ITBusiness.ca. "You can't pull the wool over consumer's eyes anymore when it comes to building a website," said Garratt.