UNICON: A unified framework for behavior-based consumer segmentation in e-commerce

Data-driven personalization is a key practice in fashion e-commerce, improving the way businesses serve their consumers needs with more relevant content. While hyper-personalization offers highly targeted experiences to each consumer, it requires a significant amount of private data to create an individualized journey. To alleviate this, group-based personalization provides a moderate level of personalization built on broader common preferences of a consumer segment, while still being able to personalize the results. We introduce UNICON, a unified deep learning consumer segmentation framework that leverages rich consumer behavior data to learn long-term latent representations and utilizes them to extract two pivotal types of segmentation catering various personalization use-cases: lookalike, expanding a predefined target seed segment with consumers of similar behavior, and data-driven, revealing non-obvious consumer segments with similar affinities. We demonstrate through extensive experimentation our framework effectiveness in fashion to identify lookalike Designer audience and data-driven style segments. Furthermore, we present experiments that showcase how segment information can be incorporated in a hybrid recommender system combining hyper and group-based personalization to exploit the advantages of both alternatives and provide improvements on consumer experience.

Reusable Self-Attention Recommender Systems in Fashion Industry Applications

A large number of empirical studies on applying self-attention models in the domain of recommender systems are based on offline evaluation and metrics computed on standardized datasets. Moreover, many of them do not consider side information such as item and customer metadata although deep-learning recommenders live up to their full potential only when numerous features of heterogeneous type are included. Also, normally the model is used only for a single use case. Due to these shortcomings, even if relevant, previous works are not always representative of their actual effectiveness in real-world industry applications. In this talk, we contribute to bridging this gap by presenting live experimental results demonstrating improvements in user retention of up to 30\%. Moreover, we share our learnings and challenges from building a re-usable and configurable recommender system for various applications from the fashion industry. In particular, we focus on fashion inspiration use-cases, such as outfit ranking, outfit recommendation and real-time personalized outfit generation.

Reusable Self-Attention-based Recommender System for Fashion

A large number of empirical studies on applying self-attention models in the domain of recommender systems are based on offline evaluation and metrics computed on standardized datasets, without insights on how these models perform in real life scenarios. Moreover, many of them do not consider information such as item and customer metadata, although deep-learning recommenders live up to their full potential only when numerous features of heterogeneous types are included. Also, typically recommendation models are designed to serve well only a single use case, which increases modeling complexity and maintenance costs, and may lead to inconsistent customer experience. In this work, we present a reusable Attention-based Fashion Recommendation Algorithm (AFRA), that utilizes various interaction types with different fashion entities such as items (e.g., shirt), outfits and influencers, and their heterogeneous features. Moreover, we leverage temporal and contextual information to address both short and long-term customer preferences. We show its effectiveness on outfit recommendation use cases, in particular: 1) personalized ranked feed; 2) outfit recommendations by style; 3) similar item recommendation and 4) in-session recommendations inspired by most recent customer actions. We present both offline and online experimental results demonstrating substantial improvements in customer retention and engagement.

Outfit Generation and Recommendation -- An Experimental Study

Over the past years, fashion-related challenges have gained a lot of attention in the research community. Outfit generation and recommendation, i.e., the composition of a set of items of different types (e.g., tops, bottom, shoes, accessories) that go well together, are among the most challenging ones. That is because items have to be both compatible amongst each other and also personalized to match the taste of the customer. Recently there has been a plethora of work targeted at tackling these problems by adopting various techniques and algorithms from the machine learning literature. However, to date, there is no extensive comparison of the performance of the different algorithms for outfit generation and recommendation. In this paper, we close this gap by providing a broad evaluation and comparison of various algorithms, including both personalized and non-personalized approaches, using online, real-world user data from one of Europe's largest fashion stores. We present the adaptations we made to some of those models to make them suitable for personalized outfit generation. Moreover, we provide insights for models that have not yet been evaluated on this task, specifically, GPT, BERT and Seq-to-Seq LSTM.

Contextual BERT: Conditioning the Language Model Using a Global State

BERT is a popular language model whose main pre-training task is to fill in the blank, i.e., predicting a word that was masked out of a sentence, based on the remaining words. In some applications, however, having an additional context can help the model make the right prediction, e.g., by taking the domain or the time of writing into account. This motivates us to advance the BERT architecture by adding a global state for conditioning on a fixed-sized context. We present our two novel approaches and apply them to an industry use-case, where we complete fashion outfits with missing articles, conditioned on a specific customer. An experimental comparison to other methods from the literature shows that our methods improve personalization significantly.