Mountain Warehouse reported a 10 percent uplift in online sales after the relaunch of its online store with more personalized features, as reported without a specific time frame by Certona, a real-time personalization service based on artificial intelligence (AI). The company helped revamp Mountain Warehouse's online store ahead of a relaunch in six countries in December 2016. The British outdoor retailer previously raised its online sales on an annual basis with tactics including basic personalization such as geo-localized sites. But in 2016 it implemented more advanced web recommendations based on categories including gender and age, personalized landing pages based on the shopper's history, and individualized emails with relevant recommendations specific to audience, season, shopper profile and product category. Six months after going live, Mountain Warehouse reported a 14 percent increase in recommendation demand performance.