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Styloko launches in the US ahead of Black Friday

Online shopping site Styloko is launching in the US this week ahead of the biggest shopping day of the year, Black Friday, on November 28.

The affiliate site, founded in 2012, will launch a local US site on Friday in order to cater for its growing customer base in the country.

Shannon Edwards, chief executive of Styloko, told Drapers 30% of the site’s traffic already comes from the US. She added: “A lot of retailers already ship to the US, but it really came down to dollars, we wanted to change that currency and make it localised.”

In order to cash in on the Back Friday Sales, Styloko is creating a dedicated discounts page gathering all the best deals from brands in one place.

The business intends to roll local sites out to Spain, France and Germany in 2015. Styloko also relaunched its UK site this week, moving onto an Amazon platform from IBM.

The UK site features more shoppable editorial content than before and values “shopper personalisation” according to Edwards, former vice president and managing director of ShopStyle, who joined Styloko earlier this month.

Visitors’ preferences on the site are tracked automatically by algorithms so they do not have to enter login details to have a personalised experience. The items presented to customers are decided according to what they have previously bought and viewed on the site.

“We are a discovery engine. We suggest brands and retailers that shoppers may not have even heard of based on what we know they like”, Edwards added.

Styloko features 1,300 brands and 600,000 to 800,000 products online at any one time.

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