{"id":142514,"date":"2026-02-19T11:51:35","date_gmt":"2026-02-19T10:51:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=142514"},"modified":"2026-02-19T11:51:36","modified_gmt":"2026-02-19T10:51:36","slug":"la-revolution-generative-de-zalando-comment-lia-redefinit-lexperience-mode","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-revolution-generative-de-zalando-comment-lia-redefinit-lexperience-mode\/","title":{"rendered":"La r\u00e9volution g\u00e9n\u00e9rative de Zalando : comment l’IA red\u00e9finit l’exp\u00e9rience mode"},"content":{"rendered":"\n

L’IA g\u00e9n\u00e9rative r\u00e9\u00e9crit les r\u00e8gles du commerce \u00e9lectronique et de la mode. \u00ab L’avenir de la mode repose sur l’\u00e9motion, la technologie et des choix clairs \u00bb, d\u00e9clare Laura Toledano, directrice g\u00e9n\u00e9rale Europe occidentale chez Zalando<\/strong>. Elle s’exprimera le 19 mars lors du RetailDetail Omnichannel & E-commerce Congress \u00e0 Bruxelles sur le r\u00f4le de l’IA dans l’avenir du retail.<\/p>\n\n\n\n

De statique \u00e0 dynamique<\/h2>\n\n\n\n

Le commerce de d\u00e9tail de la mode est \u00e0 l’aube d’une transformation fondamentale. Alors que pendant des ann\u00e9es, les plateformes se sont battues pour gagner en taille et en efficacit\u00e9 op\u00e9rationnelle, la concurrence se joue d\u00e9sormais \u00e0 la crois\u00e9e de la technologie, de l’\u00e9motion et de la confiance. Zalando mise pleinement sur cette \u00e9volution. Le g\u00e9ant allemand en finit avec les formats traditionnels du commerce \u00e9lectronique.<\/p>\n\n\n\n

Alors que pendant des ann\u00e9es, les produits \u00e9taient pr\u00e9sent\u00e9s sur fond blanc, Zalando mise d\u00e9sormais sur des images contextuelles, des vid\u00e9os de produits et des cabines d’essayage virtuelles. L’IA g\u00e9n\u00e9rative permet au d\u00e9taillant de cr\u00e9er du contenu qui est non seulement informatif, mais aussi inspirant, expliquera Laura Toledano lors du RetailDetail Omnichannel & E-commerce Congress le 19 mars<\/a>.<\/p>\n\n\n\n

L’\u00e9motion comme arme distinctive<\/h2>\n\n\n\n

Dans un march\u00e9 satur\u00e9 par la mode rapide et bon march\u00e9, Zalando choisit une autre voie. \u00ab Nous devons \u00eatre pr\u00e9sents au carrefour o\u00f9 l’inspiration m\u00e8ne \u00e0 l’achat. Nous voulons donc non seulement inciter les clients \u00e0 acheter, mais aussi les inspirer \u00bb, a d\u00e9clar\u00e9 la dirigeante dans une interview accord\u00e9e \u00e0 RetailDetail.<\/p>\n\n\n\n

Cette vision se traduit par des fonctionnalit\u00e9s telles que le \u00ab Zalando Assistant \u00bb, un outil de stylisme bas\u00e9 sur l’IA qui fournit des conseils personnalis\u00e9s en fonction du comportement des clients, et les \u00ab boards \u00bb, des tableaux d’ambiance num\u00e9riques sur lesquels les utilisateurs peuvent composer et partager des tenues. De plus, lorsqu’on voit un produit dans son contexte, on est plus enclin \u00e0 l’acheter.<\/p>\n\n\n\n

Une technologie \u00e0 visage humain<\/h2>\n\n\n\n

L’IA joue un r\u00f4le cl\u00e9 dans la transformation, mais Toledano souligne qu’elle n’est pas une fin en soi. La personnalisation reste bas\u00e9e sur des signaux explicites et implicites des clients, avec des limites claires. \u00ab Nous voulons \u00eatre pertinents, pas intrusifs. C’est pourquoi nous ajoutons toujours un \u00e9l\u00e9ment de d\u00e9couverte. \u00bb Le contact humain reste \u00e9galement essentiel dans la relation avec les marques : \u00ab L’IA peut faire beaucoup, mais elle ne peut pas remplacer un partenariat. \u00bb<\/p>\n\n\n\n

Le discours met en lumi\u00e8re la mani\u00e8re dont ces innovations renforcent la confiance, r\u00e9duisent les taux de retour et cr\u00e9ent des exp\u00e9riences d’achat encore plus inspirantes pour des millions de clients \u00e0 travers l’Europe. La strat\u00e9gie porte d\u00e9j\u00e0 ses fruits : le nombre de clients actifs a r\u00e9cemment atteint un niveau record.<\/p>\n\n\n\n

D\u00e9couvrez Zalando, Delhaize, Les Jumelles, Drukke Mama’s et bien d’autres encore au RetailDetail Omnichannel & E-Commerce Congress chez Trademart Brussels ! <\/a><\/p>\n\n\n\n

\n
UTILISEZ LE CODE \u00ab LOVE14 \u00bb ET B\u00c9N\u00c9FICIEZ D’UNE R\u00c9DUCTION SUPPL\u00c9MENTAIRE DE 14 % AVANT LE 20 F\u00c9VRIER.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

L’IA g\u00e9n\u00e9rative r\u00e9\u00e9crit les r\u00e8gles du commerce \u00e9lectronique et de la mode. \u00ab L’avenir de la mode repose sur l’\u00e9motion, la technologie et des choix clairs \u00bb, d\u00e9clare Laura Toledano, directrice g\u00e9n\u00e9rale Europe occidentale chez Zalando. Elle s’exprimera le 19 mars lors du RetailDetail Omnichannel & E-commerce Congress \u00e0 Bruxelles sur le r\u00f4le de l’IA dans l’avenir du commerce de d\u00e9tail.<\/p>\n","protected":false},"author":5,"featured_media":142515,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[1467],"people":[],"extra":[],"company":[287],"topic":[462,778],"region":[],"class_list":{"0":"post-142514","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-artificiele-intelligentie","10":"company-zalando","11":"topic-innovation","12":"topic-retaildetail-omnichannel-congress"},"acf":[],"yoast_head":"\nLa r\u00e9volution g\u00e9n\u00e9rative de Zalando : comment l'IA red\u00e9finit l'exp\u00e9rience mode - RetailDetail 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