By Bethany Biron.
As Spring approaches its third anniversary, the mobile commerce platform is turning to personalization, with the help of influencer marketing, to rebuild its image and solidify its formerly uncertain identity.
To complement the launch of the company’s updated app in July, Spring is promoting its new look with a video released today in partnership with fashion influencers Coco Baudelle and Marell Floruss. 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.
The transformed platform comes at a time of much experimentation with artificial intelligence and machine learning to better understand shopper behavior. For Spring, which struggled to navigate a saturated mobile commerce market and the fluctuating sentiment of brands toward apps, its latest iteration indicates a reinvention for the company. 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.
Read more at Glossy.