Giant fashion e-commerce revolutionises customer journey with AI power

In the rapidly evolving world of online shopping, artificial intelligence (AI) is infusing intelligence into every step of the journey, from item discovery to delivery routes. Major fashion e-commerce companies are harnessing the power of AI to transform their strategies and enhance customer experiences. Let’s take a look at how some industry giants are leading the charge with AI innovations.

SHEIN: Real-Time Retail at Scale and Speed

SHEIN, renowned for its "real-time retail" approach, leverages AI to swiftly identify and respond to fashion trends. This technology enables the company to detect popular styles and swiftly create new designs that align with consumer preferences. By analyzing vast amounts of data from social media, search trends, and customer feedback, SHEIN can quickly adapt to changing fashion landscapes, ensuring they always have the latest trends available for their customers.

ASOS: Personalized Product Recommendations

ASOS uses AI to enhance the customer experience by personalizing product recommendations. By analyzing how customers interact with each item—such as viewing, purchasing, or adding to wish lists—ASOS's AI algorithms can suggest products tailored to individual preferences. This personalized shopping experience not only makes it easier for customers to find what they love but also increases engagement and loyalty.

Zalando: Bringing Wishlist to Life

Zalando takes personalisation a step further with its Algorithmic Fashion Companion (AFC). This AI-driven tool adapts to shoppers' unique fashion interests in real-time, curating a homepage that reflects their individual styles and preferences. By continually learning from customer behaviour, the AFC ensures that each visit to Zalando is fresh, relevant, and inspiring, turning customer wish list into reality.

Personalization Is the Key to Customers' Hearts

The power of personalisation cannot be overlooked by businesses. It’s a main strategy in the modern, customer-centric era. Nowadays, customers allow products and services to collect and use their personal data; in exchange, they expect an exquisite journey and elevated customer experience, such as relevant marketing ads and personalised items featured. Businesses that value personalisation can enhance the customer experience, increase loyalty, and drive ROI growth.

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