The Spanish fashion brand, Mango recently took a step towards the seamless shopping experience with the announcement of an AI-powered Mango Stylist and WhatsApp channel.
With this move, the brand aims at stepping up its Plan 4E – the plan engineered to achieve a target of € 4 billion by 2026. Through this plan and its Earn Chapter, which was initiated by Toni Ruiz, who is the Chairman and CEO of Mango, the brand aims at creating value through technological advancements, operational efficiency, AI and systematic data management. The plan is designed to cover both online and offline channels of the brand, offering solutions that make shopping more convenient for its customers. As such, both its new WhatsApp channel and Mango Stylist are a part of the Plan 4E’s ‘Earn Chapter’.
So, in order to advance its Earn Chapter, the brand sees both its aforementioned new innovations as important facets for growth. In fact, the brand has been involved in the development of AI-platforms like Lisa (a platform that engages with the needs of customers and business partners) and Inspire (an AI assistant that helps in the development of new collections) since 2018 but among its most notable platform is also Iris.
This Iris platform, which can communicate in over 20 languages, was engineered to provide sales services (both pre and post) to customers in more than 60 countries and now their newly-launched Mango Stylist has been integrated into Iris to provide enhanced services. With this consolidation, the new platform will give its customers services like product recommendations based on their tastes and preferences. Additionally, the platform will also keep the customers updated on the latest trends and apart from that will offer total looks, as per the customer’s requirements.
The brand also highlighted that it is amongst the first few companies in the fashion sector that has developed an AI-product, which not only offers general customer service but also provides styling-based advice. Built in collaboration with Mango’s different teams, right from IT to Visual Merchandising, this product is currently accessible in the USA and European countries such as UK, France, Italy, Portugal, Spain, Austria, Turkey and Germany. However, the brand is also on its way to expand this technology into other regions, where the brand has a presence.
With Iris as the main point of contact between brand and its customers, the brand’s WhatsApp queries will also be handled through it, following the opening of its new WhatsApp channel. The service is already available in Spain and through this channel, the customers will be able to effortlessly reach out to the brand directly, 24×7. Other than that, the customers will not only receive notifications regarding the new launches, preferred items and birthday gifts messages, but this platform will also help customers view and download their online purchase receipts from their mobile devices.
This innovative move comes after Mango’s sustainable stride recently with the brand’s investment in the start-up, The Post Fiber – a company dedicated to inventing new fibres by recycling textile waste.
