Fashion service providers collect thousands of people's shoes and clothing size to solve the problem of returning the old

Hello everyone! Do clothing, shoes, e-commerce, the return rate due to size is very high, how to use data analysis, improve the size matching, reduce the return rate? TrueFit, a personalized fashion retail data service provider, solves the pains of buying the wrong size and returning frequently by matching the apparel data of customers and brands. Founded 8 years ago, it has more than 200 retail websites and more than 55 million registered users. Accumulated financing of 100 million US dollars. Let’s see how he works:

How to make customers not worry about choosing a size

You may have this experience, placed the order according to the usual size, and found that the clothes are too fat or too thin after receiving the goods. Buying foreign brands, there are a variety of sizes, you need to convert according to the size chart, and may not be suitable after receiving the goods.

In order to solve this problem, Truefit puts the size that suits you on the product details page of the website. You don't have to look at the size chart comparison. Just add the red mark of Truefit when you add the shopping cart. For example, in the figure below, the number 6 is the most suitable size. To do this, Truefit needs to match three data sources: customer size information, individual clothing, shoe brand size information, and retailer sales data.

How to collect customer information

When you log in to an e-commerce website, as long as the website cooperates with Truefit, there is a red-and-white sign on the product page. Please fill in the information. You don't need to register first, and you don't have to fill it out once. For example, the following picture, I filled in a part of a website before, and later on the UGG official website, in the right position of SIZE, remind me to continue to fill out.

After clicking, a questionnaire will be displayed. Ingeniously, Truefit not only allows you to fill in your own size numbers, but also allows you to choose the most suitable shoe brand you usually wear. Which size and type of shoes do you wear under this brand?

For example, all of the United States' No. 6 shoes, each brand's No. 6, sneakers and high heels No. 6 are different. So collecting information in this way is more accurate. Otherwise, it doesn't make sense to fill in the number 6. In addition to yourself, you can also fill in the information for your friends, so when you send a friend a gift, the size is sure that he can wear it, no longer need to send a gift card~

Followed by collecting information about brands and retailers.

Truefit works with more than 200 brands, and the data they collect is very comprehensive. In addition to the size of the product, it also collects the plate type data, fabric and style characteristics of the product. Collect orders and return data from retailers.

In this way, Truefit has created the world's largest “gloss” of apparel and footwear data. On the “genome” platform, each item is labeled with 100 to 200 description styles, features and technical specifications. Then compare and analyze the label and the order and return data, and continuously optimize the recommendation algorithm.

TrueFit's well-known fashion brand customers

Value for clothing retailers

TrueFit revenue comes from service fees, and the amount of fees depends on the value to retail customers. This value includes:

1 Reduce returns and increase conversion rates

Because the recommended size is more fit, the proportion of customer returns is lower. According to the data provided by TrueFit, some customers' sales increased by 4-8%.

2 Auxiliary product development

This set of recommendation system is also used in the product development stage, so that the size produced by the brand is more in line with the target customer's size. For example, a British brand, if you want to enter the US market, use TrueFit data to understand American body size data. When you find that your size and American size are different, they can decide whether to adjust the size at the time of production, or remind the store to pay attention to the difference in size when recommending the product.

Another example is women's LOFT, using TrueFit data, developed a large-size women's product line (below)

3 page and mail personalized recommendations

TrueFit's recommendations are also displayed on the marketing email and out of stock pages. When the size the customer wants to buy is gone, other similar styles with sizes are recommended.

4 Improve the personalized service ability of the store.

For 17 years, TrueFit extended the referral service to offline, and they partnered with Tulip Retail, a company that develops a mobile shopping guide service system for stores. The guide uses their system to view inventory information, customer information, checkout, process store pick-ups, and maintain one-to-one contact with customers. After the collaboration, TrueFit will integrate the recommendation system into Tulip's shopping guide system to enhance the personalized recommendation of the shopping guide.

The picture below shows Tulip's mobile cashier function.

Next development

In January of this year, TrueFit received $55 million in c-round financing. Will continue to develop artificial intelligence data platform, provide a more comprehensive recommendation program, dialogue virtual stylist and other functions to enter the Asian market.

William R. Adler, CEO of True Fit, said: “The retail industry is undergoing a major change, and traditional retailing is beginning to shift to providing consumers with more personalized services. In the process, data-driven personalized service is the core driver of growth. The above is the case study of TrueFit. At present, China does not seem to have the same service provider. I wonder if you have a market for this service in China?

Background: Why is it so difficult to size uniforms?

Finally, add a little background. When I was writing this case, I was curious about the size problem. According to the statement, the sizes are all Arabic numerals. Why can't they be unified? After the verification, there were three reasons.

1 The customer base of each brand service is different.

The same women-oriented brands, some are girls brands, and some are big lady brands. The average size of the customer is different. In order to facilitate the purchase of the customer, the merchant must mark the size according to the proportion of the body of the target group.

2 There are too many types of clothing and footwear, and there is no uniform standard.

There are many types of clothing, one pair of trousers, and there are different data such as waist circumference, hip circumference, thigh circumference and pants length. But buy clothes only refer to one or two of them. For example, pants are usually calculated according to the waist circumference, but other circumferences cannot be unified.

People who often wear high-heeled shoes know that different brands of high-heeled shoes, different shoe lasts, are lean and fat. Even the same brand of high heels, the shoe type is different. It is impossible to specify that all shoes are the same width according to the size.

3 The psychology of the customer leads to the “vanity size”.

This is the artificial tampering of the size, usually the fat body, the size is smaller. But not every brand will change, the degree of change is not the same.