El Corte Inglés has embraced various cutting-edge technologies in recent times and has not shied away from introducing artificial intelligence on the customer side.
At the end of last year, the retailer launched a 'smart fashion assistant,' a tool capable of suggesting clothing or accessories that match the user's style. This technology, which the company aimed to "transform the shopping experience" and make it "personalized and unique," was incorporated into both its website and mobile app.
The smart assistant appears in the lower right corner when the user is browsing the Fashion section of the website or app. Additionally, the tool can select garments in a favorite color, suggest clothing based on personal preferences, propose accessories to create the best outfit, or recommend brands, among other possibilities. To start interacting with the assistant, customers simply need to log in and ensure that personalization cookies are enabled. The system offers assistance if needed.
Other AI Experiments
In the past, the company had already experimented with other artificial intelligence technologies. In May 2021, it launched a 'virtual mirror' on its website and mobile app in collaboration with L'Oréal, allowing customers to try out makeup products from its brands (Lancôme, YSL Beauté, Armani, Urban Decay, L’Oréal Paris, Maybelline NY, and NYX Professional Makeup) online without applying them to their skin. This made the company the first Spanish retailer to incorporate L'Oréal Group's Modiface technology. This technology was launched by the Canadian company of the same name, which was acquired by the group in 2018.
Going further back, for the Christmas season of 2017, the company introduced Corti.bot, a virtual assistant in chatbot format to recommend gifts online. It was developed by the Spanish startup Botslovers and recorded nearly 200,000 user interactions in its first days.