How Spring Puts All Its Hope in Personalization

How Spring Puts All Its Hope in Personalization

Digiday on the new version of mobile shopping app Spring:

The new app uses consumer data to identify recommended products by analyzing browsing history and personal preferences, such as size, style and price point. It also includes editorial content tailored to each individual user to help with product discovery, with recent features focused on topics including hot-weather workwear and summer travel apparel.

Spring struggles to gain marketshare. Recently top management saw an overhaul as well:

This was paired with a strategic overhaul of its executive team over the last six months, which included the appointment of several positions such as chief operating officer and chief product officer.

​Here is how they see personalization to improve the experience:

“We started to take a look at what personalization means for our consumer, and how he or she shops. One of the insights we came to was how consumers live within culture,” Willey said. “We wanted to show real-life experiences through a day in the life of two people who are clearly busy and are shopping online on a consistent basis.”

​This sounds a bit desparate. Let‘s wait and see how they‘ll execute that vision.

​Spring makes more than 50% of its sales on mobile and offers free shipping and free returns. The desktop site will gain the personalization features in the beginning of 2018, according to the company. Spring wants to push the mobile app over the site. (Which makes sense. You would want your existing customers to make the switch to the mobile app as soon as possible before someone else takes your place there.)

​The US-only online retailer is still only available on iOS.

Not to read to much into this (it‘s only the company blog subsite), but Spring does not seem to have its act as well together as it should.

Spring launched in 2013 and raised $65 million in its latest round in May of this year.

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