Boohoo Share Chat (BOO)

Another AI/ data thing Asos can do that boohoo can’t. Feedback on items ie customer reviews and surveys
This lets them know why people did or didn’t like products and why they returned
Boohoo can’t do this
So two things I can tangibly demonstrate but please show us absolutely nothing to back up your point
Goldy

My sample size is small but I said that. You made the point that as bikinis were top of the page this was as they put there by data. As I told you it wasn’t
Trading sits at the top in relation to an e-commerce website. A great example for you to learn from is the THG admission doc (pg 50) you’ll see the trading element sits above data.
So the goal post being your point that bikinis are selling well as they are on the top of the website is as I said. Nothing to do with data but a trading decision. When the boohoo Megan fox launch drops it will be top of the website as trading puts it there. Not data
I’ve not said trading was the top of the business my point was it’s the top layer decision for the website
Data feeds into this but trading orchestrates the whole lot
Asos aren’t “fixing” anything. As I said they can do personalisation of feed, can boohoo? No
Someone might not like it but that’s their opinion. That person hasn’t also worked at boohoo so can’t compare
But as I say give a tangible insight what boohoo can do that Asos can’t with data. Don’t just say waffle and not back it up (3rd time)
Glad this old timer is helping you learn
Goldy

I'm not sure where this thread is going but I am clear that the only person changing the goal posts is you.

You created this thread to spread fud that Boo wasn't selling beach wear but still evening wear and that would mean returns staying high. When challenged you admitted you had absolutely no evidence to back this up apart from your supposed grand kids and their mates. When I pointed out to you the actual web and insta stats for Boo and Shein, you tried to turn it into a price debate. Since that didn't work you have just been meandering around in ever decreasing circles.

I'd suggest you actually read my posts before you cut and paste bits of them

I'd be interested to know what you did before you retired. It doesn't look like you worked in any form or corporate environment. There are many different forms of organisational design and the planning process flows off the design. However, in no organisational structure I have ever seen, does the trading team sit at the top of the hierarchy in the way that you suggest. I'd be happy to have an org and strategy debate but this isn't the right place.

With regard to Asos, it's quite amusing how you have morphed over the last few months from an old dude who just stumbled across this board in to someone who apparently has friends at Jefferies and is an "expert" on Asos despite never posting there.

WRT Asos, we had this debate about 4 months ago with another poster called Danl90 (who is remarkably similar to you), the upshot of which was a number of posters who actually work at Asos agreed that their data was cr@p, the data scientists were fairly useless and the IT wasnt much better. Go trawl through the history if you are interested, I haven't got the time or inclination to go round it again. The one thing i will say for Asos they are throwing 100s of people and tens if not hundreds of millions of capex to try to fix their data and analytics. However, from doing this for 20 years, I know you only throw the kind of resource Asos are doing at something if it is a problem not a success.

Sorry trading that's not right. You've moving your goal posts again. You were quite clear that data and ai had been the reason for bikini and festival wear moving up the order as the website used data to do this. In reality that isn't the case it is "trading" which sits above everything which decides this. Data (and asos is the lead in this) might play with the order of products but the home page and the prominence of promotions is trading. So you can stay with your original goal posts your comments were

"Most websites today are clever enough to give prominence to the most popular category searches and if not then the prominence of categories shows the strategic focus" - here you clearly say it's the website that does this. That's incorrect it's trading as trading involves a person speaking to design to get the promotion and check it's the way it was intended. Data can't just create the picture of customers in bikinis

"So actually content presentation is actually driven far more by AI and machine learning than historic sales. Although i agree that company strategy is still important in content terms" - this is fairly easy but again incorrect. Trading is the presentation. data may amend the order of product
Your point is that you think data is somehow creating the layout of the website and that is why bikinis are there (you say this clearly). It's not. It's because the trading exec added that in line with when stock lands or marketing promotion. As it sells the data may add promote faster selling SKUs into SEO, banners or higher up the order. But when it launches it's trading
So back to the point bikinis being shown on PLT today is just as much a human knowing it's summer and we sell bikinis which your point is somehow a computer did all that. Listen to Richard he will clearly explain this so he does disagree
Your points were arguing against trading (I made it twice and you both sides said it was data instead). It seems actually you've learned something!
Also you're incorrect on asos. Their AI and personalisation output is far superior. Boohoo is always a set assortment for all customers. Asos can tailor for each (if you and I search blue jumper we will see different answers) on burton we will see the same. Of course you'll say boohoo is better by not giving an example and by moving your goal posts again
Goldy

Jongle

Have you actuslly read his post?

How would you read beung asked to watch a video to learn sbout an industry you have worked in for 20 years? Especially when he is making a generalisation that is actuslly wrong.

Anyeay, is this reslly your best life, still throwing out personal insults and lies in the esrly hours.

I'm not engaging in your puerile gsmes so reported agsin

Goldy now getting a telling off for being condescending.......know your place goldy don't you dare challenge T4G though do Remember this clown is massively down here and can't stand being pulled up on it.

All that knowledge and the stock still tanked on him......welcome to aim and when things go t*ts it's best to get out pre the carnage though T4 bag hold G just carried on holding as the savvy folk dumped.

That's the height of arrogance and the im never wrong getting you into a mess and this guy is a prime example of it
....

Goldy
Check back through the posts, i dont think i havebever said that commercial strategy, of which trading is a part, isnt a key part of content presentation. But please do try to be slightly less condescending. You dont have to pretend you are an expert in everything. I've worked alongside many trading teams, they play an important part and encompass many roles, hence the need for a fair few people.

Where i disagree with you is on the growing role of data in presentation and personalisation. You state that the data companies like Boo use is just internal data. Totally wrong. What they use is meta data. I've built the segmentation and use models for retailers.

Why would i tell industry experts they are wrong? I work in the same field, we would have muxh common ground. I note from a quick look at one of the articles by the guy you reference, he states that the most important things in D2C are product, brand, marketing then trading, in that order. I also agree that CRM is the best way to multiply sales. So definitely much commin ground
However, if you want to use Asos as some leading light, you couldnt be more wrong. Their infrastructure, CRM, modelling and architecture is absolutely awful.

Yes that data looks internal. Ie boohoo sales. This is only part of the equation. You need “trading” to sit on top of this. This role is the equivalent of the store manager. It’s presenting the website and items. Making the feel right in a way that data can’t
Really good podcasts on this from Richard Chapple (quick google search) but no doubt your CV in e-commerce trumps his!
And just have a quick LinkedIn search and you’ll see how many staff boohoo involves in “trading”
This is how e-commerce is done. You have trading sit above the data
So back to the point. Bikinis can be there as the trading decision is to put it there! It’s the same with a collab. The trading decision would override the data to promote the promotion
But again of course you’ll tell Richard Chappel, THG, Asos and boohoo we are all wrong
Goldy

blimey this pile is up, makes two days in a row.
Must be holding the ipad upside down or something.

Lol Reardon. Most of my consultancy stuff is telephone based now, a few hours a day at most. I prefer this now tbh and got to fill the time somehow

yes Goldy ofcourse it is based on data. But the data that is used now is much more real time than the historic type data you are alluding too.

And machine learning and AI input is built on what exactly? Data
The main way large and leading e-commerce is ran is via the “trading” function. THG and Asos who are leaders in AI and data etc still use trading as the top layer
Like I said a season of when to promote items can be a human feel or equally Kim K might wear a green bikini and it’s imperative we push green asap. This is where trading comes in and hence why all these businesses employ so many to do it
Goldy

Christ T4G thought this board was your day job the amount of time you spend on here!

Goldy

thanks for the explanation but you do realise that marketing consultancy is my day job? I've actually done multiple consultancy projects for online retailers

So actually content presentation is actually driven far more by AI and machine learning than historic sales. Although i agree that company strategy is still important in content terms

Well I’m saying go look. Kendall Knight a great example. All holiday outfits are Shein
It’s very common
And your point is partially correct. As data is also over ridden by manual ie “let’s now start marketing bikinis” say in May well to that point “data” would be saying jumper and small coats are popular as we’ve just leafy spring and holidays aren’t until June
This is what’s know as “trading” for online websites. It’s stops the computer doing what computers do which is just look at data. Trading is a very valuable attribute and it’s part of the reason Amazon doesn’t yet succeed at say beauty as it’s just lists on data rather than doing what Asos or Lookfantastic can do which is manually override to align with promotion or trend
Goldy

I guess the point is your focus group is only limited insight so you have no idea about Boohoo group product mix now and over the next few months. Most websites today are clever enough to give prominence to the most popular category searches and if not then the prominence of categories shows the strategic focus. Hence go look on the PLt site and beach wear is the lead category with festival wear also prominent.

So that is likely what is most popular at the moment

And that's fine but it doesn't give you insight into the point I was making that sales isn't an issue but rather the mix point is still relevant. You wonder how much of the "summer fashion model" around a higher dress return rate offset by lower return bikinis
And now this risks being out of kilter
Goldy

Interesting focus group (and im not being sarcastic)

I still prefer the traditional marketing approach of followers and interactivity stats tho

I ask grandchildren for their views and who are key influencers. It’s the best you can do. Keep 20 or so names and monitor their purchases
Instagram followers doesn’t negate that you can get a full bikini from for the price of just bottom from PLT
Goldy

Heres a free stat just to help you out. Boo and PLt have c30m insta followers between them. Shein has 24m.

Cool do you have some stats about that? Or are you just going by your own tiktok analysis.

You must be the coolest pensioner in the world, all over tik tok beach wear!

PLT’s home page is one place but a better read is actually what customers are wearing

Yes good point. PLT are all over it

https://www.prettylittlething.com/

Just take a look at the home page

Looking up bikinis across the internet will distract you from the day job.
Get a grip man! Don't touch bikinis - you get slapped!
Get back to BOO BUYING still good price. Chinese like BOO too - better quality. Nothing worst than a busted bikini!

Really interesting looking at instagram/ tik tok recently. A lot of girls buying shein usually for bikini/ beach wear. Dress and eveningwear are PLT etc
This is a really interesting dynamic as it suggests the "mix" issue is continuing to persist. Bikinis are low returns and planned in advance so fit well for the Shein model. This is a negative for boohoo as it would have been economical for us to have these low return items while also selling the holiday dresses where some items will be returned
Take a look for yourselves
Goldy