Online retailer combines online shopping with community features
Online retailer Zalando is further expanding its inspiration and entertainment offerings. The company has expanded its AI-driven "Discovery Feed" to 16 additional countries and is also introducing new, public customer profiles. The goal is to further personalize the in-app shopping experience and integrate elements of social interaction.
The Discovery Feed, which has been available in six markets since July, shows users individually tailored content as soon as they open the app. In addition to product recommendations, editorial features, campaigns, videos, or live streams can also appear. The content is compiled using artificial intelligence to best match the interests and preferences of each user. The feed is now active in 22 Zalando markets.
At the same time, Zalando is gradually introducing new customer profiles that will be available to all users in the future. They offer a personal space where saved content or favorite brands can be collected. Users can also create boards – themed pinboards where they can save outfits or inspiration and share them with others. This creates a visible community within the platform where customers can give each other inspiration and exchange their style ideas.
According to Zalando co-founder and co-CEO Robert Gentz, the company sees these innovations as an important step in its strategic development. Zalando aims to evolve from a pure retail platform into a comprehensive fashion and lifestyle ecosystem that combines e-commerce, inspiration, and social interaction.
Anne Pascual, Senior Vice President of Product Design, also believes the introduction of profiles reflects a shift in shopping behavior. More and more people are searching online not just for products, but also for ideas and exchange. The new features are intended to address these needs and connect customers more closely with one another.
The new offerings will initially be available to selected users with iOS devices and will be further rolled out in the coming months.
