At Printemps, email product selection was largely manual. Each audience segment required a specific setup, with recommendations based on affinities, product categories, and best-sellers.

This process created several operational challenges: strong reliance on internal data and e-merchandising teams, setup times of up to 1.5 days per email, and limited scalability of the in-house recommendation engine, which had to be recalculated for every segment.

To overcome these constraints, Printemps sought to industrialize its product recommendations while preserving a high level of relevance and performance. By automating and scaling personalization, the brand significantly reduced production time and increased campaign efficiency without compromising impact.

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