In a LinkedIn post, Jerome Dubreuil, Global Chief Digital Officer, Executive Team member, said: “Has this ever happened to you? You order a shirt online, and when it arrives, it fits and looks completely different on you than it did on the model pictured on the website.”
“Don’t worry, you’re not alone. An Ipsos survey reveals that 59% of shoppers have experienced dissatisfaction with their online purchases for this exact reason.”
He added: “Recognising the challenges faced by online shoppers, we’ve developed the Smartsize tool. This intuitive tool, accessible on our e-commerce website, is designed to find the perfect fit for your body type.”
“Our data shows that without the Smartsize recommendation tool, the conversion rate drops by 3.5%. Already live in 25 countries, it reduces returns and helps us cut down on our carbon footprint.”
“Moreover, with 68,600,000 measurements gathered from 11 touch points and 7,150,000 members across 71 countries, we are improving the way we create our sports gear to be closer to our customers and provide them with the right sizes.”
“Shopping online has never been easier or more environmentally friendly.”
In the same LinkedIn post, Dubreuil flagged up a a new generative AI try-on tool from Google.
“This ingenious virtual fitting room allows women to visualise how garments would look on models that resemble their own appearance,” he commented.
Shoppers look for products with a “try on” button and select a model to virtually try on the top of your choice. The feature enables you to see the garment on a diverse range of models, from size XXS to 4XL, covering different skin tones, body shapes, and hair types.
At the moment, the feature is designed for women’s tops, but there are plans in the pipeline to extend it to other types of women’s clothing and men’s apparel later this year.
Dubreuil concluded: “In the era of omnichannel commerce, where the customer experience is a vital factor influencing purchasing decisions, such innovations are propelling online shopping into new realms.”
“I’ll be keeping a close eye on how AI continues to enhance the customer experience across the retail landscape, so stay tuned for more updates. What do you think? Is this the future for e-commerce?”