The Berlin fashion online retailer Zalando wants to sell limited and particularly sought-after items by invitation in the future in order to create an exclusive shopping experience. For example, customers who are interested in limited special editions and special brand collaborations can register for an invitation to purchase in the Zalando app before sales start. If they receive an invitation, they can purchase the item within a reserved time slot.
Customers of the Zalando-Plus membership program have an even higher chance of receiving this invitation, says Zalando, as a set quota of these coveted products is reserved for them. “Our new ‘Invite Only’ feature is a real win – for our customers, our partners and for us,” says Pascal Hahn, Vice President Transactions at Zalando. “Customers now have the opportunity to buy the hottest products and limited editions stress-free and conveniently. By eliminating time pressure for customers when purchasing particularly sought-after items, our partners can tell the story about their product even better.”
The first product to be offered with the new invitation feature is the Fenty x Puma Avanti shoe, which will be available in most Zalando stores.
It was only in September that the fashion retailer introduced “Stories on Zalando” with curated, editorial content that is intended to be seamlessly linked to the shopping experience. ‘Invitation only’ complements this offer with a suitable shopping function.