Online fashion retailer Zalando will update its website on the eve of its IPO. Using all the data it has collected up until now, it aims to give its visitors a more personalized experience.
Customers who visit the new website will get a personalized feed based on their purchase and surfing behaviour. Zalando announced the updated website at its Berlin press conference, where it also revealed its financial numbers for the first half of 2014. There was no mention of its impending IPO, which - according to several sources - will take place somewhere this month.
The new website fits Zalando's efforts to create a new image. It has toned down on the loud advertising and has also remodeled its packaging. "We are now entering into a new phase of brand communication... from being loud to being fashionable", Zalando's Robert Gentz said.
The company has just announced that the first half of 2014 was its first profitable period ever.