In our latest CommerceNext webinar, industry leaders from Coach, Kendo Brands, Gap Inc., About You and SCAYLE discussed the next evolution in digital customer experiences, exploring how AI, personalization and design simplicity can drive retention and long-term brand love.
What We Learned:
- Building AI-powered shopping assistants to personalize every touchpoint
- Designing clean, focused mobile experiences that convert
- Using customer insights to reshape product pages for modern behavior
- Investing in brand voice and values for long-term loyalty
- Using A/B testing strategies to evolve customer journeys
Speakers:
- Becca Rotelli Mignanelli , VP, eCommerce, Coach
- Sarah Morphis, Senior Director, Ecommerce & Digital, KENDO Brands
- Anshuman Taneja, Chief Product Officer, GAP Inc. (formerly)
- Tarek Müller, Co-Founder & Co-CEO, ABOUT YOU & SCAYLE
- Jeff Koterba, Director of Sales, Americas, SCAYLE
- Moderated by: Scott Silverman, Co-Founder, CommerceNext
Watch the replay here or read the recap below.
Personalization and AI Are Redefining Customer Experience
AI is powering more intuitive, personalized and efficient customer journeys. Müller showcased how ABOUT YOU, a fashion retailer, grew to $5 billion in gross merchandise value and 42M monthly active users by investing in innovative AI tools. Their AI shopping assistant, Maya, built on Gemini, offers tailored recommendations based on customer behavior, preferences and history. This move from reactive to predictive personalization has helped increase conversions and reduce returns. From backend automation to coding assistance and customer service chatbots, AI is becoming essential for operational efficiency and scalable brand growth.
Design, Content and Experience That Drive Action
Great design isn’t just about aesthetics—it’s about creating clarity and removing friction. Coach exemplified this by redesigning their mobile and desktop product pages to reduce information overload and simplify the path to purchase. Clean, user-centered interfaces help reduce decision fatigue, which is key to improving conversion rates.
Content strategies for engagement continue to evolve. Kendo Brands used tutorials, lookbooks and guides to support the Fenty Hair launch. Educational content builds trust and bridges the gap between discovery and purchase. The speakers also shared their success with live shopping experiences and micro-influencer partnerships to blend content with commerce for deeper engagement and conversion.
Long-Term Loyalty and Smarter Testing
While short-term metrics can guide quick decisions, long-term loyalty requires a bigger-picture approach. The panel emphasized the importance of cohort analysis and experience-first thinking. For instance, ABOUT YOU found that features like personalized coupon wallets and AI-driven fitting tools didn’t always spike immediate conversion rates but boosted repeat visits and satisfaction over time. This mindset calls for a smarter approach to A/B testing—one that looks beyond session-based metrics and instead focuses on customer retention and lifetime value. Platforms that combine flexibility with composable tech infrastructure enable brands to test, adapt and scale quickly. Embracing this future-ready approach will help brands stand out in a crowded market.
Creating inspired digital experiences means fusing the best of design, data and empathy. It’s about more than selling—it’s about serving the customer. The brands that rise in 2025 will prioritize trust, clarity and connection across every digital touchpoint.
For more insights like these, register for the 2025 CommerceNext Growth Show on June 24–26 in NYC. Register here.
