Lamoda Mobile application

Main article: Mobile applications

2023

Implementing Optimal Partner Assortment Management

Lamoda, an online platform for the sale of goods from the field of fashion, beauty and lifestyle, has implemented Hybrid Depth, which is designed to optimally manage the assortment of a partner in various shipping models. The company announced this on November 8, 2023.

Hybrid depth is a functionality that combines the same items from different cards into one, which takes into account the availability of goods at the same time in the Lamoda warehouse and the partner warehouse. Now, if the item has ended in one of the warehouses, the customer can receive it from another warehouse, without delay in shipping. Thus, both the capabilities of the site for sellers and the availability of goods for Lamoda buyers are significantly increased.

The update allows you to correctly display the assortment across all operational models and optimally manage traffic and sales from brands. Thanks to the wider availability of goods, there is an opportunity to continuously sell on the platform.

We are continuously working to improve brand engagement with Lamoda. To do this, we are developing up-to-date functionality for the growth of turnover and the effectiveness of managing fashion stock on our platform. When developing IT solutions, we believe in the synergy of a competent commercial approach, modern technologies and product solutions, "said Alexandra Artyushkina, Managing Commercial Director of Lamoda.

Earlier, Lamoda announced the testing of a cross-docking model for working with sellers - Lamoda FBS (Fulfillment by Seller), in which brands can sell things from their warehouse and use Lamoda logistics to deliver goods to the client.

Start online fitting room

Lamoda launched an online fitting room on August 31, 2023. This function is available to some users in test mode in the Lamoda mobile application on iOS.

To get a size recommendation and see how a particular wardrobe item will sit, the user just needs to enter 4 main parameters - gender, height, weight and age. And if the user indicates additional characteristics - physique features - the accuracy of the recommendation will be even higher. Based on the proposed size, this image is automatically rendered on a model with similar parameters, which allows you to personalize the gallery. For maximum personalization, the buyer has the opportunity to upload his own photo and see this image on himself within a few seconds.

Almost 300 products from among the most popular on the platform can be tried on virtually: dresses, trousers, shirts, cardigans, jeans, T-shirts, tops and other products.

Online fitting not only simplifies the purchase process for customers, but also allows you to maintain a high redemption rate, thereby increasing your discount under the loyalty program. Users will no longer have to order the same item in multiple sizes.

In our work, we pay great attention to products that make online shopping it more convenient and affordable for our customers. Thanks to the introduction of technologies machine learning artificial intelligence and now we can offer our customers personalized fitting, showing products on virtual models created on the basis of the entered parameters, - said Kira Matveeva, Product Director of Lamoda. - We expect that this technology will increase the convenience of the platform, help users choose the desired sizes and winning styles, which means it will reduce the number of returns after fitting. If successful, we testings will be ready to develop this product on other platforms.

A technological partner in the development of virtual fitting room functionality has become, startup Texel specializing in the development of technologies, computer vision artificial intelligence and generative neural networks in the field of fashion retail.

The two main questions faced by online clothing shoppers are "Which size to choose?" and "How would those clothes look like me?." It is to them that the virtual fitting widget answers, which helps retailers increase conversion to purchase, reduce% returns and the number of orders with several sizes. We are glad that Lamoda became the first of the marketplaces in Russia to offer users virtual fitting services, "said Maxim Fedyukov, Candidate of Physical and Mathematical Sciences, CEO Texel.