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Customer story
' read


Thanks to its collaboration with Cohort, AMI successfuly developed a new and engaging customer relationship with its community during the 2023 holiday season.

Limited series of collectible holding exclusive benefits
Personalized customer journeys
Tailored integration with the House technical environment
Superior engagement rate sustained over time
AMI Paris x Cohort
Mystery Boxes

About %%AMIΒ Paris%%


Born in Paris in 2011, inspired by Paris ever since β€” The name AMI, the French word for friend, plays with the initials of Alexandre Mattiussi, its founder and creative director. AMI has worked since its creation to define and complete the most articulate, comprehensive, pragmatic wardrobe for men and women. Standing for a friendly approach to luxury, AMI captures a singular form of the French capital’s elegance, sophistication and simplicity.


With Cohort, AMI was empowered to craft and implement innovative customer journeys that interconnect various channels. This capability allowed us to offer our community an all-encompassing brand experience, reflecting a seamless blend of content, products, and experiences.
Hugo Dubs AMI Paris




For its first collaboration with Cohort, AMI's objective was to capture the attention of the new-generation consumers with an innovative and playful way to find the perfect holiday season gift.



From December 1st to December 20th 2023, AMI introduced a limited series of Mystery Box, an exclusive digital NFT holding valuable products and experiences solely available on



Each Mystery box holders were given access to:

πŸ‘‰ Two online private sales reserved for Mystery Box holders, in March and September 2024
πŸ‘‰ Exclusive digital content to discover immediately on


But that's not all... On December 25th, every Mystery Box holder received an AMI surprise, Either an iconic piece from their collections, or a unique rendez-vous among which were proposed:

πŸ‘‰ Invitations to AMI Fall-Winter 2024 fashion show
πŸ‘‰ Private shopping sessions
πŸ‘‰ A privileged conversation with AMI Paris Creative Director and Founder Alexandre Mattiussi




The AMI Mystery Box initiative has been recognized as a pioneering model in the retail industry. Its innovative use of technology marks a significant evolution in customer relations. By offering unique and attractive experiences, it stimulated greater engagement with the brand, enhanced customer knowledge, fostered loyalty and increased conversion rates.

Cohort x AMI Paris Mystery Boxes NFT

AMI Paris and Cohort collaboration

Our Plug & Play solution enabled the brand to deploy this gamified shopping experience for its community without deploying significant resources. The integration capability of our solution enabled AMI Paris to easily deploy new technologies in its technical environment.‍



By choosing our API integration model, AMI Paris was able to customize 100% of the two Cohort features required for its customers' purchasing path (according to its brand DNA):

πŸ‘‰ The Store : AMI Mystery box landing page
πŸ‘‰ The Experience Space : Where customers could find their mystery boxe (digital asset) and its associated benefits‍


πŸ‘‰ Enrich brand CRM with a new type of customer engagement data
πŸ‘‰ Intuitive dashboard with new customer engagement data and ability to create static or dynamic cohorts
πŸ‘‰ Personalized and automated customer communications thanks Cohort webhooks (mails, notifications, …) and the customer engagement triggers



Creation and configuration of:
πŸ‘‰ Customer experiences, rewards or exclusive content (Perks)
πŸ‘‰ Automated and personnalized engagement journeys (ready-to-use templates or from scratch)
πŸ‘‰ Exclusive Digital Assets (option NFT available)


Large Library of Connections

Possibility to connect social medias, CMS, CRM, third-party apps and brand partners to easily create outstanding experiences.


The AMI Mystery Box activation being a success we are convinced that implementing Cohort's solutions was the right choice to develop a stronger brand experience. This definitely opens the door to future projects that will further enhance the content, experiences, and service benefits that the House aims to offer to its most engaged community members.
Hugo Dubs AMI PAris

Why choose a web3 "ready" solution like cohort ?

By choosing an innovative shopping experience powered by Web3 technology, AMI Paris addresses three strategic objectives:

To provide customers with engagement ownership. Through Cohort experience space, Mystery Box benefits can easily be transfered to another holder.


To create interoperability between spaces and experiences. Through Cohort connectors, a brand can easily set access to contents and services based on token ownership.