Online fashion retailer Zalando is a significant operation, carrying 2,000 brands and 250,000 products. It claims 200 million visits every month and 21 million active customers to whom it delivers in 15 countries. So it's no surprise that it has accumulated a vast amount of data on its customers' shopping habits – every process across the business is coded, analysed and optimised.
"There are around 77 visits happening every second," Martin Schmidt, head of consumer insights at Zalando, told the MRMW Europe conference (Berlin, November 2017). "That means that our knowledge, our understanding of customers keeps growing day by day."...