Will a new shopping platform redefine the formula for AI-driven personalization?

23 November 2022

The new shopping platform was founded by Romney Evans, co-founder of True Fit. ShopTrueIt launched in beta last week with the goal of blending “human inspiration” and data science to create a one-stop personal shop “built for you and by you.”

Similar to other personal e-commerce sites such as Stitch Fix, ShopTrue users first take a quiz to establish baseline preferences about their style personality, favorite brands and color preferences. The site then presents an initial set of curated recommendations, along with editorial content mapped to their interests.

Powered by artificial intelligence (AI), the platform continuously learns and improves choices based on interactions, “so that over time, user results and content feel increasingly personalized,” Press release.

Unlike other AI-powered personalized recommendation engines, including versions from Nordstrom, Neiman Marcus and Farfetch, Shoptrue pre-filters size and fit features to enable shoppers to see only products available in their preferred size.

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ShopTrue also invites users to join the “discovery process.” Users are encouraged to create shops (collections) that reflect their preferred fashion and style viewpoints (publicly or privately), as well as receive ideas and product recommendations from stylists, influencers and peers, and have the option to follow them.

Mr. Evans said TechCrunch“Instead of being a top-down recommendation system, where the user is passive, it puts the user in the driver’s seat, goes back to personalization, gives them the controls.”

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For brands and retailers, the platform promises “new audiences of relevant consumers,” increased loyalty through better matching products to consumer interests, and lower returns.

The site will exit beta in Q1 of 2023 when tastemakers and peer-generated shops are rolled out.

Andrew Lipsman, principal analyst for retail and e-commerce at Insider Intelligence, said. Modern Retail One of ShopTrue’s biggest hurdles may be overcoming reluctance to try out the service due to previously seen shortcomings in the algorithmic shopping space. “Fashion buyers may be skeptical that this iteration finally cracks the code,” he said.

Discussion Question: What do you think of ShopTrue’s personalized recommendation platform that combines AI-driven algorithms with shopper input? Is algorithmic shopping making progress or failing to live up to its hype?

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Brain Trust

“Something has to change about the challenge that online shopping has become, and perhaps ShopTrue is a step in that direction.”



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