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A/B test proven 2.2x ROI: Samsonite's case for the AI Shopping Assistant that converts

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Customer satisfaction post-conversation
Edouard Wattel - VP Digital & e-commerce @Samsonite - Author - Resources

Edouard Wattel

VP Digital & E-commerce Europe

Company • Samsonite is the global leader in luggage and travel accessories, with a portfolio of five brands (Samsonite, American Tourister, TUMI, Lipault Paris, Gregory Mountain Products) distributed across more than 20 European countries and  100 countries worldwide. 

Industry • Luggage, travel & lifestyle

 

2.2x ROI of the AI Shopping Assistant Incremental revenue generated vs. total cost of the solution

We started with the shopper, not the technology.

Edouard Wattel - VP Digital & e-commerce @Samsonite - Author - Resources

Edouard Wattel

VP Digital & E-commerce Europe

Samsonite faced the paradox of choice: 5 brands, hundreds of SKUs, a technical product, and visitors who arrived ready to buy but stalled under information overload.

Led by Edouard Wattel, VP Digital & E-commerce Europe, the group tested iAdvize's AI Shopping Assistant where it counts: a 3-month PoC over peak summer season, scoped to the UK market and three brands. 

The result? A 2.2x ROI, validated in A/B test, driven by both higher conversion and higher average order value. Enough proof to scale: the AI Shopping Assistant now runs on 12 sites across all five brands, with 25 sites targeted before summer 2026.

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