Episode 41: On Using Machine Learning and AI with Jalem Getz, President & CEO at Wantable, Inc.

On this week’s episode of Subscriptions: Scaled, we sit down with Jalem Getz, President at Wantable, Inc. Wantable is a try-before-you-buy online retailer that uses a unique subscription model.

In the episode, we learn how Wantable’s business model works; how the company utilizes machine learning; the impact Covid-19 had on the business, and more.

Keep reading to learn all about Wantable and how it works.

Jalem Getz

Before establishing Wantable, Jalem founded a company called BuySeasons in 1998. It was the largest retailer of party supplies and costumes on the internet, and it was highly successful. In 2006, Jalem sold the company to Liberty Media.

When Jalem sold BuySeasons, he took a break from work with the idea to retire. However, he decided to launch himself into a business one more time in 2010. While considering the concept of Wantable, he knew personalization would be at the core of the brand.

At first, Jalem wanted to sell makeup on Wantable. However, today Wantable doesn’t sell makeup, just apparel. While they tried the makeup category, the team found there was a lot of success with women’s clothing, and they wanted to provide the customers with what they wanted.

Wantable

As mentioned, Wantable is a try-before-you-buy online retailer. Personal stylists develop relationships with customers to boost their confidence with looks planned to their unique tastes, needs, and wants. The brand has been around for nine years and has approximately 250 employees.

Clothing is sent to customers to try on in the comfort of their homes before they pay for the items. Wantable is also a personal styling service. This means stylists pick out items for customers that they think they will like and send them to them before they’ve had the chance to see them.

Wantable pays for shipping both ways, and there’s no pressure for customers to keep items they don’t like. While the company is based in Milwaukee, Wisconsin, the workforce is scattered across the USA due to the recent pandemic. 

Selling Women’s Apparel

In the episode, we learn why Wantable focuses entirely on apparel rather than offering a variety of products. The team feels it’s crucial to meet customers' needs and that it's essential for them as a company to add value to the industry.

When Wantable was selling makeup, they felt that makeup alone was not going to be enough. That’s when the team decided to launch the apparel version of the business, starting with women’s activewear alongside makeup, and it became clear that clothing was what the customers preferred.

The team decided to go with what the customers wanted and built the business from there. Today, Wantable offers multiple categories of women’s clothing, including women’s ready-to-wear apparel, activewear, and intimate wear. They also sell men’s activewear.

Machine Learning and AI

A large part of the podcast discussion involves using machine learning and AI in Wantable’s subscription model and how it works effectively for the company. 

Jalem explains that Wantable uses a combination of machine learning and AI. Machine learning is a significant business component and helps the brand determine which products to purchase, reorder, and place in a customer’s box.

He describes the practice as a funnel. At the top, you have tens of thousands of products that the brand offers. Then comes the binary responses, for example, filtering down to the correct sizes.

From there, the machine learning component looks at the attributes of the customer and their preferences. It also considers past behavior and choices, such as items kept.

Then machine learning influences the stylist on which items to place in the box. However, ultimately, the stylist makes the final decision. The stylist works as a great sales associate would in a store, interacting and choosing the items that the customer will love.

Jalem says that working with machine learning with the brand is a constant evolution and that they don’t necessarily see an end of the road as it’s a continuous journey. When he looks back at what the company was doing a few years ago, the brand has already come a long way.

Keeping the Customer Interested

In the episode, Jalem talks about how the team keeps customers interested and engaged with their subscriptions.

Jalem explains that style and trends are constantly changing, though certain items are staples or evergreen items. As such, it’s essential that Wantable stays on top of the trends. Wantable keeps the customer interested with a constant evolution of machine learning and the help of great merchants.

These are the people in the marketplace sourcing the items and using data to make informed decisions. Jalem compares it to when you go into a boutique store, and you see that there are new items for the season. He explains that a lot goes into deciding to sell an item. The main difference is that the clothing is purchased online.

Jalem embraces the complexity of Wantable’s business model and views it positively. While the brand doesn't like complexity for the sake of it, the sophisticated nature of the business model allows the team to give the customers what they want and provide a better service.

The Impact of Covid-19

Jalem also discusses how Covid-19 affected business during the pandemic and how the team aims to keep the business model as efficient as possible while meeting customers' needs.

On the business side, Covid-19 impacted Wantable positively. As the pandemic led even more customers to shop online, Wantable saw more sales because of this. However, the company’s facilities in Wisconsin were shut down for two weeks at the peak of the pandemic.

Marketing and Partnerships

Jalem goes on to explain why Facebook is still the most effective way for Wantable to reach more customers. For Wantable, Facebook is typically the biggest acquisition for the brand.

He also shares whether he sees value in partnering Wantable with other companies. Jalem suggests that a makeup company with a lot of current customers may help with affiliate marketing. He believes that exploring partnerships with brands that are interesting to you and make sense for your business is likely worth it.

—

Ready to get started with Rebar?

Head to rebartechnology.com or email info@rebartechnology.com to schedule a call today.