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Shantelle Nagarajan

posted on Dec. 12, 2024 at 11:16 am

How Apparel Group’s 6thStreet drove 5-8x ROAS using conversational AI

Shantelle Nagarajan

posted on Dec. 12, 2024 at 11:16 am

Campaign Middle East digs deep into the process of using conversational AI as a marketing tool to drive higher ROAS on ecommerce platforms.

“The ultimate goal is to create a conversational ecosystem that feels natural, anticipatory, and uniquely attuned to individual customer journeys,” said Beerud Sheth, CEO of Gupshup on the successful use of conversational AI.

6thStreet, an e-commerce platform under the Apparel Group, claims to have achieved a 5-8x return on ad spend (ROAS) as a result of its partnership with Gupshup.

Using personalised, segment-based marketing on rich channels like WhatsApp, Gupshup claims its conversational engagement platform enabled the brand to deliver an enhanced shopping experience.

According to the tech-provider, the bra

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Tags:6thStreet Beerud Sheth conversational AI E-commerce Gupshup Hitesh Malhotra marketing ROAS WhatsApp

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.