By providing relevant, interactive content, the platform encourages more frequent app engagement, strengthens user relationships, and highlights the offerings of Zalando and its partners.
Zalando, a European fashion and lifestyle destination, is taking a step in its Inspiration & Entertainment mission with the expansion of its AI-powered discovery feed and the gradual rollout of optional public customer profiles.
Now live in 22 markets, the new feed changes the shopping journey from the moment customers open the app, enabling them to easily scroll, swipe, and play through content personalised to them in close to real time.
Alongside this, the new customer profile offers a personalised space for users to save content, follow their favourite brands, curated boards and creators, and express their unique style through their own personal boards that can now be shared with other users.
These developments are the latest work in the company’s mission to inspire and connect with customers beyond transactions and are currently available for selected customers using iOS devices.
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“These launches mark a pivotal moment in our mission to evolve from a mainly transactional platform into a vibrant, inspiring ecosystem for fashion and lifestyle,” said Robert Gentz, Zalando Founder and Co-CEO.
“We are blending the convenience of ecommerce, the entertainment of social media, the connection of idea-sharing platforms, and the inspiration of editorial content into one experience.”
“This is not just about making it easier for customers – it’s about making it more engaging, relevant, and personal, ensuring Zalando remains at the heart of every fashion conversation.”
The new discovery feed, launched in six markets in July, brings together Zalando’s experiences: from curated boards, personalised product recommendations, shoppable video and livestreams to inspirational campaigns and high-quality content from brands, creators and Zalando – all in one, easy to scroll personal feed.
In addition to the discovery feed expansion, Zalando is introducing a new profile for customers in all markets. It offers them a space for their saved content, follows brands and creators, and self-expression through their individually curated boards, which can now be shared on and off Zalando.
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This enables users to not only turn their personal style inspiration into a shared experience but also fosters a community on Zalando connected through personal interests and style preferences.
“With the launch of our new customer profile and the option to share their boards on Zalando, customers will be aware of other customers on Zalando for the very first time,” said Anne Pascual, SVP Product Design at Zalando.
“We are essentially replicating an experience that happens offline every day—people asking each other for advice and sharing outfit recommendations. That’s a big milestone and a fundamental change to how customers experience and use Zalando.”
“We are moving beyond the traditional ecommerce model, responding to the fundamental shift in how digital natives discover and shop – driven by emotion, inspiration and community.”
These launches highlight Zalando’s focus on addressing the changing needs of customers. By providing relevant, interactive content, the platform encourages more frequent app engagement, strengthens user relationships, and highlights the offerings of Zalando and its partners.
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