Lamoda has introduced a new analytical tool called 'Customer Profile' within its Lamoda Seller dashboard. This feature allows merchants to analyze their brand's audience by segmenting customers into new and returning groups. Sellers can track metrics including customer count, purchase frequency, average order value, and geographic distribution.
The tool provides demographic data such as age and gender, alongside insights into popular product categories and specific items purchased. Merchants can filter these metrics by brand, collection, season, or time period. Data can also be exported to Excel for further processing, enabling brands to evaluate their customer acquisition and retention strategies.
The system includes an automated signaling mechanism that identifies growth opportunities and potential issues within audience segments. It suggests specific actions for sellers, reducing the need for manual data interpretation. According to Anastasia Utkina, Director of B2B Product at Lamoda, this tool helps brands make informed decisions regarding assortment and promotion.
The platform plans to continue developing the 'Customer Profile' report by adding new data points and analytical capabilities in the future. This initiative is part of Lamoda's broader strategy to provide sellers with deeper insights to help them scale their sales on the marketplace.
