Finding customers kinds that match was a difficulty solved way back, or at the very least addressed, by retailer becoming rooms. But with e-commerce solely persevering with to solidify its place as the popular channel for customers popping out of a pandemic, measurement has as soon as once more develop into the elephant within the room – or, maybe extra precisely, shoppers merely not figuring out what measurement to order has develop into the elephant within the room.
One of essentially the most problematic points inconsistent sizing causes on-line is retailers struggling an enormous rise in return charges. In addition to receiving many returns from unhappy prospects who ordered a measurement that didn’t match correctly, returns are additionally frequent from prospects who observe bracketing, or shopping for two or extra sizes of an merchandise to make sure a correct match by mimicking the in-store try-on expertise. Though even when the patron finds an merchandise within the order to suit nicely, the best-case situation for a bracketing shopper nonetheless ends with a return. Nearly half the time, prospects who don’t discover the precise match the primary time received’t return to a retailer—ever.
“We’re obsessed with fit,” stated Christian Ruth, Founder and Chief Executive Officer at MySureFit. “We want to save brands and retailers and their customers time and money — and make sure the entire shopping experience is a positive one.”
From the model and retailer’s aspect, bracketing, like different on-line orders that finish in returns create ghost gross sales, which not like in-store returns have for much longer return cycle occasions. According to David Cunningham, president of Brand Partnerships at MySureFit, these product returns are additionally typically out of stock so lengthy upon return that e-commerce gross sales knowledge turns into inconsistent and unreliable.
“Returned items come back so late that they’ve already been discounted at retailer or, worse, are no longer available for sale,” stated Cunningham. “Products that shoppers buy just to check the size end up in landfills once returned, making the industry’s carbon impact significantly worse.”
Moreover, he stated, for manufacturers, measurement is all about relativity. “Their medium top has slightly larger dimensions than their small top. Brands are manufactured in various factories all over the world, each with their own tolerance standards. Once everything makes its way to the retailer, a small may not equal a small anymore, whether in one garment or across items in one brand.”
At the identical time, shoppers are affected by an finally damaging expertise — inflicting a waste of money and time that take away from on-line procuring’s promise of comfort and sometimes end in damaging influence to a client’s confidence.
“Size can be hard for a shopper to accept,” stated Ruth. “A shopper’s belief in their own ‘size’ has become a part of their identity — how they see themselves. We’re all aware of how that has influenced vanity sizing over the years. In store, a savvy sales associate can talk a shopper through that concern, but with e-commerce, a sale just gets lost when the focus is on clicking a size that makes a shopper uncomfortable.”
Unlike different match applied sciences which have entered the retail market, the buyer psyche is a key ingredient within the client expertise that MySureFit offers. Instead of counting on self-reported data which is inconsistent and unreliable — MySureFit’s strong platform makes use of digital evaluation of uploaded imagery with AI to take “size” out of the equation and deal with “fit.”
“MySureFit offers a fully digital fit solution,” stated Ruth. “Our AI-driven tech cover hundreds of unique fit points, not just waist size and sleeve length. We’re getting into the details of what makes a unique item fit a unique body. We’re obsessed with fit. And we’ve built this from the ground up as a solution for customers, brands and retailers.”
To get it proper, MySureFit’s digital labs has spent the final 5 years growing and refining its safe app and platform. The app takes customers’ personal match profiles primarily based on their digital photos sort and their private preferences on how they like an merchandise to suit and mix that with evaluation of particular person clothes from lots of of manufacturers. Notably, as smartphones capabilities enhance, the app can also be capable of obtain upgrades.
Today, MySureFit has a return fee of lower than 5 p.c; an 8x discount to the business customary of seeing size-related returns at over 40 p.c.
“At every turn, we’re looking to bring what shoppers love about shopping to the e-commerce experience,” stated Cun-ningham. “That’s why we developed our virtual try-on feature. When a brand has MySureFit on their site, shoppers who have completed their Fit Profile can see what fits and how. At the individual item level on a brand’s website, right within the product item carousel, shoppers see our virtual try on feature, where they can see how that specific item will fit them, on their own MySureFit digital image, giving them the confidence to add to cart and buy.”
With a deal with match moderately than measurement, MySureFit prompts its understanding of the buyer psyche in the course of the precise transaction the place moderately than offering a advisable measurement, shoppers are given visualization that encourages the patron to consider sporting their new look and specializing in a assured future carrying nice garments, not the arbitrary measurement of measurement — permitting expertise to take the ego out of the expertise.
“Requiring size selection during the order process is a distraction and one more thing that a shopper has to think about on the way to make a purchase — and one more reason to not click buy,” stated Ruth. “E-commerce retailers work to remove every barrier on the way to a sale. We see size as just another of those barriers in the way of getting a great-fitting items into the hands of a shopper.”
With its AI expertise, each MySureFit shopper profile can also be studying about private type and match preferences. In doing so, shoppers are capable of see extra objects that match with their particular nuance of match moderately than seeing extra of what others have appreciated. At the identical time, MySureFit’s digital strive on was constructed with social media in thoughts. Images might be shared to social or messaging apps straight from MySureFit, making it straightforward for customers to share seems to be with mates and get suggestions to offer an e-commerce expertise as shut as attainable to procuring in retailer.
When shoppers go to their private profile, the app remembers previous purchases and makes ideas so that there’s at all times one thing new to see and inspiring customers to go to manufacturers once more.
“We want every purchase experience to end on a positive note,” stated Ruth. “We want every shopper to feel great about how they look. That’s how new clothes are supposed to make us feel!”