bonprix uses artificial intelligence to increase the appeal of its product range

A new, self-developed forecasting system supports bonprix in creating product ranges. With the help of artificial intelligence (AI), it makes predictions about demand and purchases in order to tailor the range even better to customer wishes. The so-called Learning Collection is one of several projects within the company that harnesses the potential of AI.

The internationally successful fashion retailer bonprix not only focuses on current trends in fashion, but also utilises the innovative possibilities offered by modern technologies. This includes the use of artificial intelligence.

Learning Collection: Optimised product range design through AI

AI offers the opportunity to plan product ranges even more efficiently and tailor them to the wishes and needs of customers – as demonstrated by bonprix's new forecasting system, which was launched after a test phase in the summer and will be used for the creation of the January 2021 collection. With the help of AI, the system enables more reliable predictions about how successfully an item will sell. It evaluates all bonprix product data and automatically provides lists of predicted flop items for assortment creation. These AI-generated forecasts help the responsible product management team make even better decisions about new items: products with poor forecasts are not included in the assortment at all, while other items are optimised, for example by adjusting the colours. What makes it special is that the forecasting system is based on a machine learning algorithm that continuously optimises itself on the basis of newly acquired information, making the predictions increasingly accurate.

"With this innovative approach to product range design, we will be able to better meet the needs of our customers in the future and offer them an even more attractive product range. Ultimately, humans still have the final say. But AI, with its ability to take a wide variety of influencing factors into account, can provide valuable input to create the very best styles for our customers," emphasises Jessica Külper, Head of Supply Chain Strategy at bonprix.

The tool for this forecasting system, the article-specific success analysis (ASA), was developed by bonprix in collaboration with AI experts from Otto Group data.works.

Fit Finder: The right size thanks to AI

AI is also suitable for providing customers with specific size recommendations. bonprix uses the Fit Finder, developed by the Berlin-based company Fit Analytics. This tool bases its recommendations on information provided by bonprix customers as well as purchase and product data from Fit Analytics, which is analysed and evaluated using AI. This option in the online shop helps bonprix to continuously increase customer loyalty and reduce the number of returns. The greater accuracy of fit also means that orders for multiple sizes can be avoided, eliminating unnecessary trips to the parcel collection point. This is good for the carbon footprint – and, in times of Covid-19, also for health.

‘Since the second week of April, we have seen significantly more use of the Fit Finder than before the coronavirus pandemic. We are delighted that our customers are taking advantage of this service and that we are further improving the shopping experience thanks to AI,’ says Stephanie Murroni, Digital Product Manager at bonprix.

bonprix continues to exploit the potential of AI

bonprix will continue to closely monitor the ever-growing possibilities of AI and explore further application scenarios. The company sees numerous opportunities to positively influence and sustainably improve its economic development through this technology – whether in optimising product range design, inventory management or even personalised customer communication. This underlines bonprix's role as one of the most successful e-commerce companies in Germany.

‘At bonprix, we have been increasingly relying on AI for years to leverage its advantages for customer satisfaction and to exploit our business potential. This constantly opens up new opportunities, especially to benefit from the high learning ability of AI,’ says Markus Fuchshofen, Managing Director of E-Commerce Management, Domestic Sales, Brand and Advertising at bonprix Handelsgesellschaft mbH.