Dec 5, 2019
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Smart size recommendations help M&Co reduce returns

Dec 5, 2019

Independent fashion retailer M&Co has seen a 27% increase in average order value (AOV) and a significant reduction in returns since implementing smart fit and size recommendations on its e-commerce site.


The company worked with True Fit, a data-driven fashion personalisation platform, to help online shoppers find the right size for their body shape and preferences, taking into account information entered by users and attributes collected in the sector’s largest data set.

In the six months since implementation, M&Co recorded a 1.5% increase in conversation rates, while shoppers who registered for True Fit delivered a 27% jump in AOV. There was also a 9.8% reduction in returns for those who bought a recommended True Fit size.

Lesley McCormack, e-commerce product manager at M&Co, said: “E-commerce is a key channel for M&Co, and our goal is to provide the consumer with an experience that instils confidence when purchasing products online, where you can’t try before you buy. Personalisation helps drive that experience and in turn, has demonstrated tremendous impact on the business. Our customers are at the heart of everything we do and empowering them to find clothes online that fit and that they want to keep is crucial to ensuring customer confidence and loyalty. We saw positive results almost immediately and the impact of True Fit has been substantial.”

Jessica Murphy, co-founder and chief customer officer at True Fit, added: “We are excited to help consumers find clothes that they will not only love, but ultimately keep.  And True Fit’s personalisation platform eliminates much of that friction and helps funnel customers towards items they’re most likely to have success with.”

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