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Drapers Digital Forum: Customer fit data drives online sales for House of Fraser

Customer fit data can be leveraged as a powerful sales tool, House of Fraser director of customer insights Madeleine Melson said at Drapers Digital Forum in London today.

The department store implemented True Fit’s sizing technology around three years ago. The provider’s chief executive William Adler asked Melson what the experience had been like, as part of a talk on mapping the footwear and apparel “genome”.

Melson said that despite initially launching with only a handful of brands, there were “fantastic results early on”.

With the business case proven, the platform now covers 95% of House of Fraser’s men’s, women’s, and kidswear offer.

“We have had around 2.5 million customers sign up for a True Fit profile on the site, have recommended sizes 20 million times, and seen huge adoption rates. We find customers that do interact with it return a lot less than those that don’t.” She added that True Fit helps drive 6%-8% in net revenue. “The data insight is really powerful, and helps us spot gaps and know where to expand the range.”

Adler noted that only 12% of the $2 trillion (£1.37 trillion) global footwear and clothing market is digital, and consumers’ uncertainty about fit was the main reason. He said that True Fit was inspired by music sites such as Spotify, which has been a leader in making recommendations to consumers. “I don’t have to think that hard about books and movies. I don’t think it will be that long before we look back and remember when we had to look through 10 pages [of clothing].”

True Fit now has 10,000 brands on the platform, and more than 20 million users.

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