How Mobiles.co.uk is using machine-learning to personalise deals that suit both customers and its own strategy

Carphone Warehouse subsidiary Mobiles.co.uk is deploying machine-learning technology that personalises deals to fit the needs both of its customers and its own business. The retailer is working with RevLifter, using technology designed to create deals that suit individual customers and enable the brand to meet its strategic goals. Jay Karsandas, digital marketing manager at mobiles.co.uk, said: "Since partnering with RevLifter we've built an AI algorithm which goes through millions of data lints to find the deal which delivers the best value for the customer and the best margin for us in real-time; a genuine win-win. "We're really excited about the future direction of RevLifter and the vision the founders have regarding the dynamic new role that hyper-personalised deals can play within a marketing strategy." Mobiles.co.uk is among a number of retailers and brands using RevLifter's ecommerce deals personalisation platform, the Deal Intelligence Engine. Its clients also include AO, Puma, The Hut Group, TM Lewis and Clarks. RevLifter co-founder and chief executive Simon Bird said: "Deals are currently pre-planned off-the-shelf promotions for the masses or involve customers searching Google for discount for discount codes with third-party voucher sites for offers that actually negate your marketing strategy.