Online shopping is easy and efficient. With the introduction of omnichannel-savvy retailers implementing in-store pickups and fast home delivery, eCommerce is more popular than ever.
Personalization can benefit every type of business. Customers report a greater connection to goods and services that are tailored to their individual wants and needs, a tendency that’s lead the world’s strongest marketers and experts predict that personalization is the key to the future of marketing.
But in terms of online retail, personalization is not always executed as well as it can (or should) be.
Retailers struggle to find the perfect fit
One of the biggest speed bumps in retail shopping online is determining a customer’s perfect size and fit. When shopping at brick-and-mortars, customers can tell whether an item fits by trying it on. However, the inability to physically model the clothing detracts from the online shopping experience – a problem that even top online retailers suffer from. Because of this, retailers are working hard to create a personalized shopping experience that takes full advantage of the possibilities offered by new technologies. Here are a few ways that customers can connect with what they want, faster.
1. Take a picture of the item you want.
Neiman Marcus recently announced an expansion of their Snap. Find. Shop. feature of their app. Shoppers can take a picture of the item that they want, and a powerful visual search will match their pick with similar items from the luxury retailer’s inventory. This eliminates a lot of the browsing of product recommendations on the shopper’s part, saving them time and effort and connecting them with what they want in fewer steps than ever.
2. Share Your Measurements
Determining which size fits best is often done by looking at the clothing’s measurements or relying on past purchases from similar retailers. It’s simple, which is why most customers simply rely on the size they typically wear. That said, retailers occasionally size differently from one another. Someone who wears a size XS pants at one store may burst out of XS shorts at a different retailer. A scale that shows whether pieces run small or large can help fix this problem, but modern retailers are going to extra mile.
The best way to confront sizing disparity is by implementing a personalized sizing feature into your site. Sites with features like these are often customer favorites. Customers can feel confident with their purchase without worrying about the hassles of returning products. This feature gives customers a sense of security about making orders, which increases individual orders and draws in new customers.
So how does a retailer go about implementing a sizing feature? Consider the work from an expert: Lilly Pulitzer.
Lilly Pulitzer helps customers unsure about their particular size by asking for their personal data. This data includes a customer’s height, sizing in other brands, and body shape. Lilly Pulitzer uses this data to evaluate which size is best for the customer. This feature also considers other sizes for the shopper, and explains which parts of a clothing item may fit poorly. Shoppers can save their profile, which comes in handy when checking sizing for other Lilly products.
3. Use a virtual fitting room
Retailers who more digitally inclined may have the option to utilize a new, exciting service. The UK-based company Fits.me works with retailers to create a virtual fitting room for shoppers. This is similar to Lilly Pulitzer, but much more visual. The feature projects how different clothing items would fit on one’s specific body measurements. After a shopper selects the fit they like best, he or she can proceed to customize the clothing item.
Fits.me is an innovative concept that has yet to make its way into U.S. retail. These virtual fitting rooms are available in Europe, but with the United States’ strong eCommerce market I expect features like Fits.me to come across the pond soon enough.