Customers offered online experience to further bridge gap between shopping online and instore

Customers offered online experience to further bridge gap between shopping online and instore

Warehouse, part of the Aurora Fashions Group, has launched a new virtual fitting room that enables customers to ‘try on’ garments online.

More accurate sizing and fit

The High Street fashion brand has partnered with technology provider, Metail, to offer the service. After entering their measurements and uploading a photo, customers can ‘try on’ their favourite pieces, which have been specially digitised by Metail. Customers are then able to see how they look in their chosen dress on their 3D photo-realistic body.

The virtual fitting room is designed to give customers a much richer online shopping experience to help them select the right size. Warehouse has launched the Metail service with its dress collection – the brand’s best selling online category.

It plans to roll it out to additional categories and channels in the future. The virtual fitting room is expected to boost conversion rates and significantly reduce returns.

Convenient omnichannel experience

Fiona Harrison, head of e-commerce at Warehouse, said: “At Warehouse, we strive to stand out and provide the best service to help make shopping as convenient as possible for our customers. Being in a position to pioneer new initiatives such as Metail and innovate with the rapidly changing online world is what sets us apart from the competition.”

The new experience reflects Warehouse’s drive to be a leading omnichannel retailer, merging digital commerce with physical retailing to provide customers with a seamless experience whichever way they choose to shop.