CASE STUDY - HENKEL

Leveraging the virtual consumer – How HENKEL uses AI to deliver the perfect shopper experience

In the dynamic world of e-commerce, providing shoppers with a seamless and engaging experience is paramount. Henkel, a global consumer goods company, faced the challenge of consistently delivering the best shopper experience amidst time constraints, limited budgets, and a growing number of creative assets. To overcome these obstacles and ensure exceptional results, Henkel partnered with aimpower to harness the power of artificial intelligence (AI) tools running on the SaaS platform, brainsuite. 

Challenge

Judy Wang: “2 years ago, as Henkel was progressing rapidly in online sales, it was challenging to keep up with the amount of content we were creating to sell our products. We need to create at least 10 assets to sell just one product online. And for eCommerce content, it’s not just the quantity that counts, quality is also very important.  At this point in the consumer journey, great content can facilitate a sale, but bad content can lose it.” 

Henkel understood the importance of delivering optimal shopper experiences, but the increasing demands on e-commerce teams, along with the sheer volume of creative assets, made it challenging to conduct effectiveness research and ensure quality at scale. Traditional methods of relying on subjective "gut feelings" were no longer sufficient. Henkel needed a cutting-edge, data-driven solution to elevate their digital content and exceed consumer expectations. 

Solution

With aimpower's brainsuite platform, Henkel revolutionised their approach to digital content effectiveness. Brainsuite combines behavioural science and artificial intelligence to predict consumer perception and the effectiveness of e-commerce advertising – both rapidly and at scale.

Based on neural networks trained with primary consumer responses, the brainsuite platform replicates crucial brain processes that determine creative effectiveness and translates them into clear, accessible KPIs. This “digital consumer brain” is a user-friendly and always-on intelligent assistant, and it enables Henkel to gain invaluable insight and make evidence-based decisions, while optimising content and the impact of e-commerce assets.

Impact

The implementation of brainsuite yielded remarkable results for Henkel. Hundreds of colleagues were trained, and brainsuite champions emerged as ambassadors of its success. Worldwide thousands of assets are meticulously tested, ensuring that every global asset undergoes evaluation using brainsuite. This comprehensive approach enabled Henkel to make evidence-based decisions at an astounding 3x faster rate. By streamlining the evaluation process, Henkel saves valuable time and resources in their content creation workflow, while ensuring maximum effectiveness.

Judy Wang: “The effect is tremendous! We have completely integrated testing into our global content creation process, so that 100% of the global assets are tested via the tool. This saves us a lot of time in evaluating each asset manually and shortens our feedback loops.“

By harnessing the power of AI on the brainsuite platform, Henkel transformed their digital content effectiveness, elevating the shopper experience to unprecedented heights. With brainsuite as their "intelligent assistant," Henkel achieves exceptional results, delivering the perfect shopper experience and staying ahead in the fiercely competitive e-commerce landscape.

Business impact after successful validation and pilot phase:

Thousands

Assets tested

Hundreds

Users trained

Worldwide

Usage

3x

Faster, evidence-based decisions

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