Boden takes success personal

Online fashion retailer Boden has seen a rise in revenue, order value and conversion rate with a new personalisation platform

Boden also reported a 5.9% reduction in returns for shoppers after implementing the True Fit platform.

The retailer had set a business objective to improve the digital customer experience, which led them to a data-driven personalisation strategy for new and existing customers across their ecommerce channels. The retailer chose True Fit to strengthen shoppers’ confidence about fit, reduce high return rates and minimise size sampling behaviour. 

This strategy proved timely for the retailer as demand for both ecommerce personalisation have accelerated significantly driven by the disruption caused by COVID-19.

Personal preferences

True Fit data shows ecommerce traffic for UK fashion retailers was up 25% and total number of orders up 47% to pre-Covid 19 rates in August. In addition, consumer demand for personalisation rose to peak levels month after month over the summer.

Boden and True Fit worked closely to implement True Confidence™, which eliminates the fit and size guesswork by providing high fidelity fit and size recommendations based on each consumer’s personal preferences.  True Fit’s recommendations are powered by its Fashion Genome™, the world's largest connected data set for fashion, which analyses transactions from 17,000 retail brands and data from 190 million registered shoppers.  

Nicola Huet, director of digital trading at Boden, said: “Our goal is to provide our customers with an experience that instils the same confidence when purchasing products online as when wearing our brand.  Personalisation helps drive that experience and, in turn, has demonstrated tremendous impact on the business.”