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prudsys recommendation technology for the online fashion store yalook

 

yalook, the online fashion store recently launched by the Hamburg-based retail group Otto, utilises recommendation technology in a totally new way: users do not just receive buying tips for fashion items that suit them. The recommendation engine also assists the user in designing their own looks and then even sharing them with other users. The recommendation concept was created by nexum AG. The interactive service provider supplied the online fashion store with the prudsys Recommendation Engine for this purpose.

Customers as fashion designers supported by computers

In the “Look Designer“, visitors can assemble entire outfits from the shop’s range – from shoes to tops to accessories. At every step the recommendation engine encourages the creativity of the users with fashion tips for suitable products to create the overall look. In addition to the “Look Designer” visitors also receive recommendations for other fashion items that they are looking at on other sections of yalook.

The software independently learns about the public’s taste in fashion

In addition, the software independently learns about the shopping behaviour of the users in real time. For example, which products they are continually looking at, which product combinations they are putting into their shopping baskets and then ultimately buying. “This allows a comprehensive picture to be gathered differentiating between the various customer groups on yalook. Consequently, the software can anticipate the preferences of an individual customer and give personalised fashion tips”, explains Jürgen Wachtmeester, Head of Consultancy and Editing at nexum AG.

Online shopping as a source of inspiration

"yalook wants to inspire visitors through fashion. That’s why we are not restricting ourselves to presenting fashion specifically by product. In addition, fashion editors and stylists are reporting on the current fashion trends and styles. Our visitors should also experiment with fashion themselves with targeted and personalised recommendations playing a key role in this. This way we can advise our customers in the best possible way and at the same time inspire them”, emphasises Holger Lendner, the Managing Director of Fashionworld GmbH.

The next step for the team at yalook is to personalise the online range even further. In doing so, the recommendation engine should give the customer personalised product tips, for instance geared to the individual fashion item or the last purchases made. In the same way, the yalook customer newsletter should be tailored to individual recipients with personalised product tips. Finally, users will be able to publish their creations from the “Look Designer” and swap them with other users.

(original by nexum AG, Contact: Thomas Sprenger phone +49 (0) 221 56939-2415)

prudsys RDE | Recommendations

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