Fabletics Sees Benefits of AI-Automated Customer Relationship Management

Fabletics is set to expand a CRM investment that initially launched in 2023.

Fabletics is seeing the benefits following a 2023 implementation of AI-enabled automation in its customer relationship management processes. 

The company has been working with Iterable to break down its siloed approach to customer interactions to instead consolidate data efforts. Fabletics’ partnership looked to elevate personalization, optimize messaging, and improve communication across multiple channels. 

As a result, the company has been able to more effectively coordinate campaigns across email, SMS, push notifications, and in-app messaging to deliver real-time personalization via a streamlined, unified platform that reduces the strain from manual efforts.

Also read: Fabletics Supports Expansion With Supply Chain Investment

Capabilities include AI-driven channel optimization within SMS and push notifications and more accurate decision-making, using data from purchase history, browsing behavior, and engagement patterns to automatically determine ideal send times.

Additionally, Fabletics has been tackling subscriber fatigue by leaning on AI-powered suppression tools that automatically hit pause on promotional messages for consumers who have recently made a purchase.