Zalando is revolutionizing online retail with AI-driven tools to enhance customer experience.
- With 50 million customers across 25 markets, Zalando leverages feedback to refine its services.
- Zalando Assistant uses AI to provide personalized shopping suggestions.
- Trend Spotter tracks emerging fashion trends to keep customers informed.
- AI, including ChatGPT, plays a crucial role in Zalando’s strategy to remain competitive.
At the recent Drapers Future of Fashion conference, Tian Su, vice president of personalization and recommendation at Zalando, highlighted the transformative role of artificial intelligence (AI) in enhancing the customer journey. Su noted that while catering to over 50 million customers in 25 diverse markets poses challenges, it also provides valuable insights that help improve the online shopping experience.
Zalando Assistant, powered by AI, exemplifies the retailer’s commitment to personalized customer service. This tool offers users tailored purchasing suggestions and allows them to give real-time feedback via a thumbs-up or thumbs-down feature. Su shared an anecdote about using this AI assistant to choose her outfit for the conference, though it humorously failed to predict the necessity of a coat given the unpredictable UK weather.
In addition to the Zalando Assistant, the company utilizes a tool known as Trend Spotter. Updated weekly, this tool identifies emerging fashion trends across major European fashion centers such as Berlin, Paris, and Milan based on data like searches, likes, and cart additions. Su mentioned that notable events, such as actions by pop star Taylor Swift, can cause noticeable shifts in fashion trends as captured by the Trend Spotter.
These AI-driven innovations underscore Zalando’s forward-thinking approach to retail. By integrating AI technologies such as ChatGPT, Zalando not only enhances customer interaction but also advises other retailers to adapt similar technologies for cost efficiency and rapid adaptation to market trends.
Zalando’s innovative use of AI is setting new benchmarks in customer engagement within the retail sector.
