Chinese mobile service provider Aurora Mobile is working with fashion brand Farfetch to smarten its operations.

British-Portuguese firm Farfetch’s expertise is in luxury fashion retail and customer services. It is combining this with Aurora Mobile’s technology strength and digital innovation capabilities to improve the shopping experience for global customers.

Established in 2007, Farfetch is a global fashion ecommerce platform providing instant access to a wide range of trending fashion from over 50 countries and more than 3000 brands. It has a network of over 1300 luxury brands, boutiques and department stores.

In addition to the luxury fashion ecommerce platform, Farfetch provides ecommerce for brands and retailers and promotes digital operation for offline stores. It also curates its own private label fashion brand.

Through the partnership, Aurora Mobile will leverage its artificial intelligence (AI) driven technology, machine learning-based push notification services and intelligent operational analytics to help Farfetch personalise smart retail experiences and provide more efficient and targeted services to its customers.

Founded in 2011, Aurora Mobile is a mobile developer service provider in China. The company continues to focus on developers’ needs and has launched push notifications, one-key authentication, instant messaging, statistics and analytics, traffic monetisation and other services. Leveraging its AI-based processing platform, Aurora Mobile helps users in various verticals improve operational efficiency and conduct decision making with a one-stop, diversified range of big data services.

Recently, Aurora Mobile signed agreements with platforms in the finance, insurance, weather, internet tools, gaming, fresh food ecommerce, online education, telecom and new energy vehicle sectors, including Ping An Bank, Data Center of China Life, Moji Weather, Wifi Master, Lilith Games, Missfresh, 17Zuoye, Beijing Unicom, Dongfeng Motor and other companies to drive user growth, improve user experience and increase traffic value.

Aurora Mobile provides stable push notification, one-click verification and APP traffic monetisation services to help developers improve operational efficiency, grow and monetise. Its vertical applications have expanded to market intelligence, financial risk management and location-based intelligence.

In 2017, Farfetch unveiled its augmented retail vision and launched its Store of the Future, a technology-powered retail operating system. This suite of technologies aims to improve retail productivity by capturing consumer data and enhancing interactions between consumers and sales associates, both in store and when the consumer interacts with the retailer or brand online.

Retailers and brands can also use third-party technologies on the platform. This allows for a tailored offering to each brand or retailer in keeping with their in-store and online strategy.

The technology first appeared in Thom Browne’s flagship store in New York in March 2018.