M&Co achieves 10% reduction in returns for users who engage with True Fit

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Independent fashion retailer, M&Co, has boosted overall online conversion rates by an extra 150 basis points (bps) and has seen a 27% increase in average order value (AOV) since implementing True Fit, the data-driven fashion personalisation platform, on their site.

To engage with new consumer demographics, reduce high return rates and size sampling behaviour, and increase online conversion rates, M&Co decided to personalise the online shopper experience for new and existing customers.

True Fit and M&Co worked closely to implement True Confidence™, which eliminates the fit and size guesswork by providing high fidelity fit and size recommendations based on each consumer’s unique body shape and preferences.  True Fit’s recommendations are informed by its Fashion Genome™, the fashion retail industry’s largest connected data set for apparel and shoes. 

In the six months since implementation M&Co has validated a 1.5% sitewide boost to conversion and AOV increased 27% for shoppers after registering for True Fit. Additionally, customers who buy a recommended True Fit size compared to those who don’t yielded a 9.8% lower return rate.  

The True Fit partnership is part of the retailer’s customer-centric strategy to make continual improvements to its proposition that enhance the customer experience. 

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, said: “One of our core objectives at True Fit is to instil consumer confidence. Since we know every person’s body is unique, 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.”