Webinar: Is Your ESP Killing Loyalty?  Live debate on retail loyalty ft. Jay Schwedelson, email marketing expert — March 31  Register now
Partners RFP/RFI
Company
Our Story Leadership Team ESG at Bloomreach News Careers 100 Contact Us
Login
EN
FR FrançaisDE Deutsch
Product Tours Schedule a Demo
All Case studies

TFG Boosts Online Conversion Rate by 35.2% With Bloomreach

TFG (The Foschini Group) is the largest fashion, lifestyle, and specialty retail group in South Africa, with a growing presence in the UK and Australia. The group has a portfolio of 37 brands across over 4,800 outlets on 5 continents. With brands like Foschini, Markham, Sportscene, @home, and Jet, TFG’s vision is to create the most remarkable omnichannel experiences for their customers. To support this vision, TFG has launched Bash, a lifestyle ecommerce offering, where the Group’s sought-after retail brands and loyal customers come together seamlessly in one virtual platform.

TFG

Products

Loomi AI
Autonomous Search
+ 39.8
%
Revenue per Visit
for customers who interacted with Bloomreach Clarity during Black Friday
- 28.1
%
Exit Rate
for customers who interacted with Bloomreach Clarity during Black Friday
+ 35.2
%
Conversion Rate
for customers who interacted with Bloomreach Clarity during Black Friday

Challenge

TFG has always had a customer-first approach, which is why it wanted to find new ways to create personalized experiences for its customers without being intrusive. The company was aware of recent advancements in AI technology that would open up new ways to connect with customers. In particular, the organization wanted to explore using conversational shopping as a solution.  

However, since conversational AI is still a new technology, TFG had concerns: What would it be perceived as assisting with? Would the solution just provide stock answers (that any algorithm could spit out)? Would it hallucinate and provide inaccurate results? Would it be a closed system? 

TFG needed a solution that could properly address these concerns while also driving consequential business impact.

Solution

To explore how conversational AI would affect the customer journey, TFG implemented Bloomreach’s conversational shopping agent on Bash, TFG’s ecommerce platform. Powered by our agentic personalization platform, Loomi AI, Bloomreach’s conversational agent functions like a business’s best sales associate online and can unlock a new revenue channel. It connects with customers at key moments and creates personalized experiences by offering tailored recommendations and helpful product information. 

The Bloomreach team helped Bash implement the model and integrate the sources of data (which included Bash’s extensive product catalog and a range of FAQ pages) without the need for engineering resources — the team at Bash just needed to specify the criteria they wanted to test. 

“I was impressed with how easy it was to implement,” said Clynton McCalgan, the Head of Digital at Bash. “Also, anything we can implement without engineering is a massive plus.” 

In particular, what stood out to McCalgan was the speed at which our conversational agent learned. In very early testing, it struggled with providing deeper answers and parsing more abstract questions. This was due to the solution being early access at the time, but the Bloomreach team worked closely with them to improve the product, and in a very short amount of time, our conversational agent overcame all those hurdles. 

“What surprised us was how quickly the conversational agent developed and grew,” added McCalgan. “It didn’t quite understand abstract questions at first, but then something clicked and it started dealing with them substantially better. It developed rapidly within a handful of months — I can only imagine what it’ll be able to accomplish a year from now.” 

From there, Bash set up an A/B test where Bloomreach’s conversational agent would be shown to customers who engaged with at least three product pages on its website to test its real-world effectiveness. 

TFG-case-study_quote-image

Across the board, Bloomreach’s conversational agent exceeded expectations. It’s a brand-new frontier and everyone was unsure about what would happen, but the conversational agent learned quickly, performed better than expected, was easy to use, and was a standout success.

Clynton-McCalgan_headshot

Clynton McCalgan

Head of Digital, Bash

Results

After running an A/B test throughout Black Friday weekend, Bash found the results incredibly promising. 

As part of the test, the conversational agent proactively reached out to customers who had engaged with three product pages and answered questions. After discerning customers’ preferences, the shopping agent would then connect them to the right products. These customers who engaged during Black Friday saw a statistically significant higher online conversion rate of 35.2%. Additionally, Bash saw a 39.8% higher revenue per visit (RPV) and a 28.1% lower exit rate. 

Now, TFG hopes to take these great results and expand them on Bash by adding the conversational agent to product listing pages (PLPs). More specifically, the company plans to add the agent under the “Add to Cart” button in the form of pre-generated questions that a user can click on to resolve any concerns that are holding them back from completing the purchase. 

And if that goes well, too? Well, the opportunities for conversational agents to drive consequential impact are limitless. 

“We were amazed at how large the conversion rate difference was,” stated McCalgan. “We’re excited to move the conversational agent further up the funnel and get it in front of users earlier in their journey and at scale. If we can replicate the numbers we’ve seen, it’ll simply be phenomenal.”

Request Demo

Schedule Demo
Try Interactive Demo

Recommended Case Studies

NastyGal

Nasty Gal Innovates On-Site Engagement With Bloomreach

Learn More
0a1a6cb7-eb82-485a-b45c-2160fc7e6b50

N Brown Uses Bloomreach Across Brand Portfolio 

Learn More
Featured Use Cases

Use Cases That Could Help

Bloomreach showing how their product can dynamically recommend products to increase conversions and average order value (AOV)

Dynamically Recommend Products To Increase Conversions and AOV

Learn More
Use Cases Use Cases

Unlock Growth with Bloomreach

We know your time is valuable, so let’s cut to the chase.

This isn’t your typical sales demo; it’s a conversation designed to help you make an informed decision about Marketing Automation, Autonomous Marketing, Autonomous Search or Conversational Shopping. We’ll discuss your challenges, explore potential solutions, and see if Bloomreach aligns with your goals.

What to Expect in Your
30-Minute Chat

  • A clear view of where you stand and what’s holding you back.
  • A no-fluff comparison of your options—and how Bloomreach stacks up.
  • No sales pressure. No wasted time. Just real answers to help you move forward.

Schedule a Time to Connect

background detail