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Warehouse moves virtual fitting to next phase

High street retailer Warehouse has moved its virtual fitting tool Metail into the next phase this month with an aim to increase conversion and reduce return rates.

Warehouse originally launched with Metail in October 2012 and will upgrade the tool this month. The new version of the technology will be fully implemented across the site this week.

The technology works by asking users to enter their height, weight and bra size (with the option to add hip and waist measurements) and then displaying a chosen item on a virtual replica body shape. Phase two of Metail also allows users to change the model they see to best represent their own image (skin tone, face shape, hair colour, and hairstyle) or even upload a photo of themselves to use on the model.

The Metail tool will now feature across the site (it was previously only available on product pages) and has a fixed placement on the bottom right hand side of every page. As users move around the site, they can “pop-up” the model and click on a product to “try it on”.  The technology allows users to layer product on the model to see how an entire outfit might look.

Fiona Harrison, head of digital at Warehouse says: “We were keen to take this to the next level of outfitting as we know our customers like to style themselves and layer up – especially in the autumn/winter season. The introduction of outfitting not only allows customers to style themselves as if they were in a fitting room, but also make sure the size they are choosing is correct. This is part of our ongoing strategy to offer customers innovative and problem solving features in the digital space”.

Metail can be implemented onto a retailer’s site with a single line of code and the business takes a commission on the performance of the technology (increase in conversion and basket size as well as reduced returns) measured by A/B testing.

Metail technology is currently used across a range of retailers including Tesco, Zalando and Shop Direct and also features on ITV This Morning’s Takeover the Makeover feature.

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