For this week’s Luxury Briefing, I spoke to LuxExperience CEO Michael Kliger about how LuxExperience is using AI across Mytheresa, Net-a-Porter, Mr Porter and Yoox, and why the company’s biggest opportunity may not be automation, but instead knowing when to provide more human service. Tiffany Lopinsky, co-founder of ShopMy, and Bernstein’s Luca Solca provide insights. Also, executive moves at Saint Laurent, and news to know about Hugo Boss and Onitsuka Tiger. For tips or comments, email me at zofia@glossy.co.Luxury e-commerce has spent years promising personalization. But at LuxExperience, the parent company of Mytheresa, Net-a-Porter, Mr Porter and Yoox, the current focus is more specific: using AI to identify which shoppers should receive more human attention.
Michael Kliger, CEO of LuxExperience, said AI is already part of how Mytheresa decides which customers to acquire, retain and serve more deeply. In an interview with Glossy, he said the company has used predictive models since 2017 to move beyond older performance-marketing metrics like cost per click or marketing spend as a percentage of revenue.
“We tried to really understand: Is the money we spend bringing valuable customers?” Kliger said. “To do that, of course, you need to build predictive models.”
