This week we are going to be discussing how different digital marketing tools can be used to help consumers find the perfect product for them. More, specifically, I’m going to be discussing the different ways that technology is being used to help customers find the “perfect fit” prior to purchase. Moreover, we will be discussing why this is so important for marketers and the positive effects it can have for both the brand and the consumer.
Firstly, lets talk about the different ways brands are incorporating “Fit Me” technology into the online purchasing process.
Avatar- this allows the consumer to create a life-like digital rendering of themselves through size measurements and 3D body-scanning. An example of a brand that is doing this is Evelyn & Bobbie and a company that can facilitate the incorporation of this type of technology is Body labs
Smartphone Sizing – is a technology that enables consumers to measure themselves using their iPhone and, once a size has been determined, match that consumer with products in their size online. An example of a brand that is doing this in Nike and a company that can facilitate the employment of this type of technology is MySize.
Smart Suits – are a relatively new technology that determined the exact size of the consumer through the use of sensor technology and then recommend the best fit based on these measurements. An example of this is the ZOZOsuit.
Why is this so important for digital marketers? The ability to offer dynamic sizing solutions on a mobile is increasingly important. Therefore, technologies such as smartphone sizing, means that brands can offer a more accurate and frictionless retail experience, one that is more personalised and engaging. This helps increase sales, as people are more likely to follow through with a purchase knowing it will fit. Additionally, it can help to reduce the costs associated with returns. In fact it has been found that up to 48% of apparel returns occur as a result of size confusion. Moreover, the additional data can be used to push recommendations and suggestions.
What are your thoughts? Do you guys think that traditional sizing charts are outdated?