Improved conversion rate
Advanced personalization
Enriched customer experience
Inventory optimization
Continuous innovation
Omoda is transforming the online shopping experience with AI stylist, a virtual assistant powered by Google Cloud's generative AI.
Omoda is transforming the online shopping experience with AI stylist, a virtual assistant powered by Google Cloud's generative AI.
Founded in 2000 as a Dutch family business, Omoda initially focused on selling shoes before expanding its offerings in 2021 to include clothing and accessories. With a strong online presence and nearly 60 physical stores, Omoda relies on innovation to enrich the customer experience. Recently, the company integrated Google Cloud's artificial intelligence solutions into its ecommerce site to optimize the personalization of its services and provide recommendations tailored to customer preferences and current trends.
AI in the service of style
"Our goal is not just to improve our product recommendations, but to create a truly immersive shopping experience, just like a real in-store advisor would," explains Ewoud Frielink, CTO of Omoda. To achieve this vision, Omoda developed AI stylist, a virtual assistant powered by Google Cloud's Gemini Pro 1.5 model and enhanced by Vertex AI's Multimodal Embeddings and Vector Search technologies.
This innovation goes beyond traditional online recommendations: AI stylist engages in natural language conversations with customers, understands their specific needs, and offers contextualized recommendations. Whether it's putting together an outfit for a business dinner or a casual weekend, AI stylist suggests cohesive ensembles, harmoniously combining clothing, shoes, and accessories. "Our customers don't just come to buy a specific product, they also come to be inspired. Thanks to AI, we offer them a seamless, immersive, and engaging experience," says Ewoud Frielink.
Our goal is not just to improve our product recommendations, but to create a truly immersive shopping experience, just like a real in-store advisor would.
Ewoud Frielink
CTO of Omoda
Beyond simply matching products, AI stylist incorporates sophisticated analysis of fashion trends and purchase history. Unlike traditional recommendation algorithms that simply match similar items, AI stylist builds complete outfits, promoting a more natural approach to shopping. Its Intelligent Brand Matching feature refines suggestions by taking into account affinities for certain brands, while offering relevant alternatives that enrich the customer's personal style. "AI doesn't replace human contact; it enriches it," says Ewoud Frielink. "We want to offer our customers the best of both worlds: the precision of digital recommendations and the warmth of personalized advice."
A strategic digital transformation
The genesis of this project dates back to 2020, when Omoda chose Rappit as their Google Cloud partner for application modernization and centralizing data on BigQuery. This decision proved crucial for the rapid deployment of AI stylist. "Google Cloud's robust and scalable infrastructure, coupled with advanced AI solutions and Rappit's expertise, has allowed us to rapidly launch an innovative generative AI service in record time," emphasizes Ewoud Frielink. "The Rappit team's deep understanding of transformative AI technology and experience in building valuable generative AI solutions was critical to our success."
As a Google Cloud partner and with over a decade of AI expertise, Rappit leads the way in enterprise software modernization, pioneering the adoption of technologies like generative AI and Agentic AI workflows. "Omoda's approach is distinguished by its desire to completely rethink the customer experience through generative AI," observes Agalya Kitherian, SVP Data and AI at Rappit. "Our collaboration has resulted in an innovative approach, focused on interaction and personalization at scale. This shift in perspective has been key to creating real added value for customers."
Google Cloud's robust and scalable infrastructure, coupled with advanced AI solutions and Rappit's expertise, has allowed us to rapidly launch an innovative generative AI service in record time. The Rappit team's deep understanding of transformative AI technology and experience in building valuable AI agents was critical to our success.
Ewoud Frielink
CTO of Omoda
Promising results and confirmed ambitions
The initial feedback is telling: AI stylist users show a conversion rate 2.5 times higher than the average. Beyond commercial performance, this innovation also promotes finer inventory management through better anticipation of trends. In other words, AI stylist significantly improves customer satisfaction while strengthening the company's commercial performance, with AI establishing itself as a true strategic asset for Omoda.
Currently in phase 1, AI stylist focuses on conversational search for outfits. Building on this success, the company continues its trajectory of innovation by exploring new frontiers. Omoda is notably working on integrating the Imagen 3 model to generate visuals of personalized outfits, allowing customers to instantly project themselves into looks tailored to their body shape. Future phases will further enrich the experience with ever more precise and personalized recommendations.
The future of personalized retail
In a sector where personalization is a key differentiating factor, Omoda is clearly positioning itself as a pioneer. By combining generative AI with a user-centric approach, the brand has transformed its e-commerce site into a tailor-made virtual boutique. But its ambition goes far beyond simple sales. "We are creating a space where every customer benefits from an immersive experience, with unique and evolving recommendations. While many fear that AI will replace humans in retail, we are demonstrating instead that it enriches them, allowing us to find online the warmth and personalization of in-store advice. We are convinced that it is this synergy that defines the future of modern retail," concludes Ewoud Frielink.
While many fear that AI will replace humans in retail, we are demonstrating instead that it enriches them, allowing us to find online the warmth and personalization of in-store advice. We are convinced that it is this synergy that defines the future of modern retail.
Ewoud Frielink
CTO of Omoda
Omoda has been around since 1875, employs 650 people, and is the leading fashion retailer in the Netherlands for women, men, and children. With 37 physical stores, the Omoda app, and online shops in the Netherlands, Belgium, and Germany, Omoda is the ultimate destination for fashion lovers both at home and abroad. A passion for shoes and fashion is deeply rooted in the DNA of this originally Zeeland-based family business, whose headquarters and distribution center are still located in Zierikzee. Omoda has won multiple prizes and awards, including Best Online Store for Women’s Fashion at Retailer of the Year.
Industry: Retail
Location: Netherlands
Products: Vertex AI, Gemini 1.5, Vertex AI Multimodal Embeddings, Vertex AI Vector Search, Cloud Run, API Gateway, Cloud Composer, Cloud Storage, BigQuery, Google Analytics, Looker Studio
About Google Cloud partner — Rappit
Rappit is a European enterprise software provider offering a future-ready, without vendor lock-in, AI-led application development platform for hundreds of thousands of users. Specializing in software development, data, AI, and Google cloud operations. With 250+ employees, Rappit serves global brands like Hunkemöller, NewPort, Plukon, Solvay, Omoda, Hoyer and Valeo.
