Seattle-based tech firm Mona – founded by former employees of Amazon – has released an eponymous app which aims to create the ultimate personalised mobile e-tail experience through data intelligence and personal assistance.
Mona tracks every interaction with the app as shoppers browse the available product selection (currently composed of 100 of the top 300 fashion retailers in the US) to create a personalised product offering that evolves with each tap. To improve suggestions from the get-go, Mona mines consumers’ emails once they connect with the service – looking through inboxes for marketing newsletters, order confirmations and receipts.
Doubling up the personalised experience with an assistance aspect that pulls it beyond the limitations of pure algorithms, Mona also offers “missions” – a service designed to challenge the traditional browse-and-search shopping model. For example, Mona can be tasked with a mission to notify a user when a particular pair of boots in their size and preferred colour becomes available, or goes on sale.
Outlining the value in capturing consumer missions, founder Orkun Atik remarks: “We have strong intent for purchase in the form of missions from consumers. We can connect that purchase intent from the buyers with the sellers in a more efficient way than other marketplaces.”
An undoubted concern for some may be the intrusion of privacy required in order to craft such a personalised experience – all emails are scoured to create the best matches. However, many younger consumers are already willing to trade privacy for more relevant, speedier shopping journeys or discounts. See Data Tracking & Human Response Monitoring in our Future of the Store Industry Trend for more.
For more on how brands are reacting to customer journeys both on and offline, see our report Reactive Retail: Dynamic Data Builds Brand Traction. For more on how brands are capitalising on digital messaging and concierge services, see Concierge Culture Blossoms in The Streamlined Sell – part of our Roaming Retail Industry Trend, Operator App Taps Concierge Culture and Virtual Added Value, part of our New-Era Luxury Macro Trend.