Zalando has created a new invite only shopping service for hyped limited edition products.
Customers wanting to buy a special edition item expected to sell out within minutes of its launch can now request an invitation through the Zalando app and if they receive an invite, they can reserve a time slot to make a purchase.
Zalando’s Plus customers have a higher chance of receiving an invite and will be allocated part of the stock for each product launch.
The first product which launched using the new service was FENTY x PUMA Avanti trainers, available to customers in the majority of Zalando markets with invitations being sent to customers on 19 December.
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Zalando VP transactions Pascal Hahn said: “Our invite-only experience is a true win-win-win for our customers, our partners and us. Customers now have a more exciting and convenient experience when buying their favourite hyped articles”
“Partners can tell a compelling story of their product and give customers time to enjoy it, as customers do not have to rush to the checkout anymore. For us at Zalando, it means being able to offer our customers the most exciting assortment that brands can present in the most optimal way.”
The new invite-only service is in line with the German fashion giant’s aim to improve the shopping experience and fits with the launch of Zalando Stories digital magazine earlier this year, which features inspiring stories, influencer videos and tips.
Back in June last year, the retailer snapped up a majority stake in the online fashion and lifestyle publication Highsnobiety in a bid to bring content and commerce together.
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