International fashion brand Esprit has partnered with global customer relationship management solutions provider Salesforce to improve its digital strategy for retailers and consumers.

As part of the deal, Esprit plans to create artificial intelligence (AI) powered e-commerce and marketing experiences to retailers and consumers across mobile, social, web and more, by deploying Salesforce Commerce Cloud , Marketing Cloud, and Einstein solutions.

This will allow the fashion brand to offer personalised omnichannel shopping experiences through predictive product recommendations.

It also offers business-to-business-specific functionality to retailers to process larger and more complex purchases.

Esprit chief digital and operations officer Leif Erichson said: “Today, digital generates more than 27% of our revenue and our partnership with Salesforce will allow us to grow this important channel with new customer experiences.

“Salesforce’s market-leading technology and approach of focusing on the customer fits our strategy perfectly, and will better position Esprit to meet the needs of our customers in the digital era.”

The fashion brand has also collaborated with Salesforce Success Cloud advisory services in order to accelerate its digital transformation.

The company will work closely with Success Cloud’s team to implement its digital strategy and achieve results faster.

Salesforce germany SVP and GM Joachim Schreiner said: “Retailers and consumers have different purchasing needs but ultimately they both want convenience.

“With Salesforce, Esprit will provide just that – a digital experience that meets the unique needs of its customers around the world and leverages AI to get smarter over time, resulting in more personalised customer engagement at scale.”