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By Ben Berger, Head Of Product, The Iconic
As we recently closed out another extraordinary and crazy year of tech at THE ICONIC, Australia and New Zealand’s leading fashion and sportswear retailer, I wanted to share our reflections on what we believe is important and is not important to our success. To butcher the quote attributed to Peter Druker, “culture eats the latest innovations in tech for breakfast.” In other words, it is not our adoption of some of the acronym soup of latest tech trends (IOT, AI, ML, Block Chain etc.) that drives our success. Sure, our move into augmented reality, and continuing push deep into data science are indeed important, but the way we work together as a team and the way we operate is far more important.But first of all, what did we achieve in the last 12 months? For context, THE ICONIC is an eight year old business. With about 1,000 people across our headquarters (located in Sydney’s CBD) and Fulfilment Centre (located 20 km from Sydney’s CBD), it feels like we are in a sort of online retail adolescence; we’re well on our way from start-up to scale-up, and we’re becoming a little more adult with each season. Our tech team has created major features and systems at a rate of more than one every two weeks – the pace means that this place is not for the faint of heart. Our customer experience got a major boost this year. Each user browsing our mobile app now gets a personalised feed: not only do we show customers the basics like tracking their order delivery and returns, we also highlight the latest products from the brands they follow and complementary products to create a look based on previous purchases. We allow them to “swipe to like” (a bit like Tinder for fashion) and we use that swipe feedback to further personalise their end-to-end experience. We also tell them when items in their wishlist are on sale, or back in stock, and we suggest other brands that we think they might be interested in following. We also introduced visual search ‘Snap to Shop’ feature – our customers use their phones to take a photo and we’ll show them matching items in our catalogue.
The Way We Work Together as a Team And The Way We Operate is Far More Important