Glossier Boosts Retention with AI-Powered Product Personalization

Rishad Al Islam

•3 min read
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Client Overview

Glossier is a direct-to-consumer beauty brand known for its minimalist products and digital-first strategy. It serves millions of online shoppers globally with a strong focus on personalized customer experiences.

Challenges

As Glossier grew, delivering relevant recommendations at scale became difficult.

  • Static product suggestions led to low click-through rates
  • Manual segmentation didn’t reflect customer preferences in real time
  • Limited personalization in email marketing content

Solution

Glossier deployed AI for e-commerce personalization, training machine learning models on user behavior and purchase history.

  • Delivered dynamic product recommendations on-site and in email
  • Adjusted content based on browsing and past purchases
  • Integrated with Shopify Plus and ESP for omnichannel personalization

Business Impact

AI personalization proved to be a major growth lever.

  • Increased email engagement rates by over 25%
  • Boosted returning customer conversion by +32%
  • Reduced cart abandonment in personalized flows by 18%

Client Testimonials

“Personalization used to be manual and slow. Now it’s predictive, automated, and profitable.” - Carmen Velasquez, CRM Manager, Glossier

“Machine learning turned our data into decisions - at every customer touchpoint.” - Sarah Hill, VP of Digital Strategy