Ecommerce ops · Production

How AI-powered personalization generates 9% of Marc Jacobs' online revenue

The problem

Marc Jacobs needed to scale ecommerce personalization while maintaining a curated brand feel, but without dedicated tools the team built product recommendations manually — an approach that was time-consuming, unsustainable, and often fell through during busy periods. Email campaigns offered no personalization beyond basic templates, and peak-season traffic could not be served with relevant, on-brand experiences at scale.

First attempt

Manual product recommendation building was time-consuming and frequently fell through the cracks, particularly during high-traffic periods when team capacity was most stretched.

Workflow diagram · grounded in source
1
Shopper arrives at site touchpoints
trigger
“placing personalized recommendation modules in key locations: homepage, category pages, product pages, and mini-carts”
2
1:1 AI personalization
ai_action
“It's essentially a personal storefront that surfaces products based on individual behavior and previous buying patterns”
3
Cross-category buyer segmentation
ai_action
“They also segment existing handbag buyers and use this curated page to introduce them to accessories, footwear, or ready-to-wear, unlocking cross-category growth”
4
Merchandising rules layer over AI
validation
“Merchandising rules and filters allow the team to target sales-minded customers with personalized markdown products across the site. During Black Friday Cyber Monday 2024, Marc Jacobs leveraged tailored recommendation logic to drive urge…”
5
Klaviyo email personalization
integration
“Marc Jacobs extends Nosto's logic into email through our Klaviyo integration. In new-arrival and seasonal campaigns, each email features personalized modules across categories”
6
A/B testing refines strategy
feedback_loop
“Nosto's built-in A/B testing framework gives Marc Jacobs the ability to validate and evolve their strategy. They test different carousel placements, fallback logic, and filtering rules to determine what resonates best with distinct segme…”
Reported outcome

Nosto generates 7-10% of Marc Jacobs' sales throughout the year, rising to around 20% during the holiday season and 22% of total on-site sales during BFCM 2024, while product recommendations drove a +137% increase in average revenue per session.

Reported metrics
share of online revenue generated by Nosto9%
share of year-round sales generated by Nosto7-10%
Share of sales during holiday seasonaround 20%
share of on-site sales during BFCM 202422%
Show all 6 reported metrics
share of online revenue generated by Nosto9%
share of year-round sales generated by Nosto7-10%
share of sales during holiday seasonaround 20%
share of on-site sales during BFCM 202422%
average revenue per session increase from product recommendations+137%
manual workloadreducing manual workload
Reported stack
NostoCampaign TestingProduct RecommendationsPersonalized EmailsKlaviyo
Source
https://www.nosto.com/case-studies/ai-personalization-marc-jacobs/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Nosto generates 7-10% of Marc Jacobs' sales throughout the year, rising to around 20% during the holiday season and 22% of total on-site sales during BFCM 2024, while product recommendations drove a +137% increase in…

What tools did this team use?

Nosto, Campaign Testing, Product Recommendations, Personalized Emails, Klaviyo.

What results were reported?

share of online revenue generated by Nosto: 9%; share of year-round sales generated by Nosto: 7-10%; Share of sales during holiday season: around 20%; share of on-site sales during BFCM 2024: 22% (source-reported, not independently verified).

What failed first in this deployment?

Manual product recommendation building was time-consuming and frequently fell through the cracks, particularly during high-traffic periods when team capacity was most stretched.

How is this ecommerce ops AI workflow structured?

Shopper arrives at site touchpoints → 1:1 AI personalization → Cross-category buyer segmentation → Merchandising rules layer over AI → Klaviyo email personalization → A/B testing refines strategy.

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