Certona and Farfetch Black & White Partner to Deliver Personalised E-commerce to Luxury Brands

London, UK — 23 August 2024 — Certona, the leader in real-time omnichannel personalisation for the world’s largest brands and retailers, today announced a strategic partnership with Farfetch, the global platform for luxury. The collaboration will see Certona provide omnichannel personalisation capabilities for Farfetch Black & White; a service-led turn-key solution for luxury fashion brands.

Farfetch is the global platform for luxury, with a unique business model that guarantees an unparalleled range of fashion from over 1,500 brands; ranging from established brands to the most interesting new designers and one-of-a-kind styles. Farfetch Black & White - part of the Farfetch Group, is an independently run business unit and e-commerce platform that works directly with luxury fashion brands, creating bespoke solutions to help fully operate all aspects of their e-commerce presence. Through the platform, brands can gain access to tools and support for any of their e-commerce needs, such as international payments and logistics, customer service, and omnichannel delivery such as click-and-collect and in-store returns. Launched in September 2015, Farfetch Black & White now has eight clients including Manolo Blahnik, Christopher Kane, and Thom Browne.

Certona is rounding out the services provided to brands on the Farfetch Black & White platform by adding its patented artificial intelligence (AI) software and personalisation capabilities to the mix. This will enable fashion brands to make sophisticated product suggestions in real-time, across all customer touch points, ultimately driving higher engagement, conversion rates and customer lifetime value.

This new partnership expands Certona’s existing relationship with Farfetch, which currently uses Certona’s solutions for its own multi-brand e-commerce platform. Certona has delivered outstanding business results for Farfetch; by leveraging Certona’s solutions, Farfetch saw a 10% rise in click-through rates in its personalised email marketing.

“Humanising retail is at the heart of our strategy. We focus on delivering best in class experiences, with a customer centric approach, putting the needs of the customer first. Certona’s ability to make these experiences more relevant and tailored, in real-time, has helped us to deliver on these strategies and initiatives. Certona’s advanced AI solutions has been a key technology differentiator for Farfetch, boosting both engagement and revenue. We’re confident that our Black &White brands will see equally impressive results from embracing digital as a seamless part of their customer experience,” says Kelly Kowal, Managing Director of Farfetch Black & White.

“Farfetch is now the number one online destination for luxury retail. They understand the importance of delivering highly personalised experiences and epitomise how e-commerce should be done in today’s omnichannel age. We look forward to supporting their growth into providing a best-of-breed e-commerce platform,” said Meyar Sheik, CEO of Certona.

About Farfetch Group

Farfetch is the global platform for luxury. Farfetch.com partners with over 700 of the world’s best luxury boutiques and brands, located from Tokyo to Toronto and from Milan to Miami. This unique business model guarantees an unparalleled range of luxury fashion from established brands to the most interesting new designers and one-of-a-kind styles.

The Farfetch Group consists of Farfetch.com, the e-commerce marketplace for luxury; Farfetch Black & White; a white label e-commerce solution for luxury retailers and Store of The Future; a suite of retail solutions to enhance the customer journey by connecting the online and offline worlds. The brand also added renowned London boutique Browns to its portfolio in 2015, which serves as an incubator for new retail technology ideas.

The Farfetch website and apps serve customers in 10 languages with offices in 11 cities globally. Farfetch express ships from over 700 partners in 40 countries to 190 countries worldwide with same day delivery in 10 cities.

In April 2017 Farfetch launched Store to Door in 90 Minutes, in exclusive partnership with Gucci available in 10 cities across 4 continents.

In June 2017 the company announced a global content and commerce partnership with Condé Nast, the preeminent content provider, to create a seamless editorial shopping experience from inspiration to shopping gratification.

Farfetch is backed by world-renowned tech and luxury investors, IDG Capital Partners, Temasek, Eurazeo, DST Global, Index Ventures, Vitruvian Partners and Condé Nast International.

www.farfetch.com @Farfetch

About Certona

Certona’s AI-based robust omnichannel personalisation solutions power individualised customer experiences for over 500 top e-commerce websites in more than 70 countries. Certona’s platform delivers 50 billion personalised experiences per month and generated $4.6 billion in client revenue in 2016.

The company’s Personalised Experience Management™ platform, powered by the Certona Predictive Cloud™, increases engagement and conversions by leveraging one-to-one behavioural profiling, Big Data insights, and real-time predictive analytics to present individualised content, promotional offers and product recommendations across all customer touchpoints.

Founded in 2004, its vision is to automatically optimize and personalise the entire shopping experience for each individual, across all channels, including their website experience, e-mail, mobile, in-store, contact centre and social networks. For more information, please visit www.certona.com.