THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

THE YES: Reimagining the Future of E-Commerce with

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Publication Date:
January 12, 2021

Industry:

Source:
Harvard Business School

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fhion, driven by a sophicated algorithm that used data science and machine ing to create and de a personalized store for every shopper, bed on her style preferences, size, and . When a woman downloaded THE YES app, she embarked upon an interactive shopping journey that leveraged a fun, ey, gamified user experience (UX) reminiscent of dating apps to collect a stream of data from her that could be used to dynamically curate an ever-changing product sortment just for her. The ers had to decide whether to continue developing the UX and the algorithm to de on the company’s customer value proposition, or to focus on new cusomer aquisition via paid media, with the idea that more users on the app improve the algorithm’s perfance. Several ide for further monetizing the platf were on the table, including the of social shopping features to make the shopping experience more viral, the of an influencer program to bring fhion influencer voices onto the platf, and the construction of a customer loyalty program. Should THE YES invest in improving the algorithm, enhancing the UX with new functionality, or on customer acquisition?

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THE YES: Reimagining the Future of E-Commerce with


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