Case Study: PrettyLittleThing boosts conversions and cuts zero-results by 97% with Crownpeak AI-powered search

How AI-powered search transformed a leading fashion brand

PrettyLittleThing, a leading fashion retailer, faced growing complexity in customer search behavior as shoppers increasingly use specific, long-tail and ambiguous queries. About 15% of searches were low-confidence or produced zero results, creating a poor experience and missed revenue opportunities as the brand struggled to match unstructured requests to relevant products.

Crownpeak implemented an AI-powered search using natural language processing, deep learning and computer vision to semantically understand intent, automate recommendations and continuously self-learn, while preserving merchandising control. The solution targeted long-tail queries and dramatically improved outcomes: zero-result searches fell by 97%, conversion rates for affected searches rose ~20% in the UK and 34% in France, and shoppers found relevant products faster, increasing engagement and value per search.

PrettyLittleThing

Leanne Clancy

IT Director