How Adore Me used AI to double its active customers - Digiday

Adore Me is tapping artificial intelligence to win over lingerie shoppers online. The four-year-old brand is part of a recent e-commerce boom in the bras and underwear space, which has seen the rise of modern, digital players set on eating into Victoria's Secret's market share. As Adore Me took on the likes of other online-born lingerie companies like True & Co., Negative Underwear and ThirdLove, it was using the "spray and pray" method of messaging customers through email marketing. "We had a one-size-fits-all strategy for reaching out to customers," said Josselin Petit-Hoang, Adore Me's marketing manager who has been with the company since 2014. "But as the company grew, and the volume of our customers grew, we wanted to narrow down, as well as reach people outside of email." Adore Me -- which has raised close to $12 million in venture capital -- did $80 million in sales in 2016 and is projected to hit $100 million in 2017, according to internal figures.