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