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Future of Retail — Customer Engagement


issue 05


New tools and increasingly sophisticated ways of capturing data are now providing the retailer with the opportunity to fix the fragile relationship that consumers have with size.


(the average is three) into the changing room at any one time. The personal connection and feedback from a store assistant can also be equally valuable in helping to find the right fit. New tools and increasingly sophisticated


ways of capturing data are now providing the retailer with the opportunity to fix the fragile relationship that consumers have with size. Retailers can adopt a personalised fit approach, based on an in-depth understanding of customer profiles and preference, perfectly suited for the digital space. By simply asking shoppers ‘What are you here to buy?’, products and services can be orientated to the individual, both in style and fit. For example, if a customer shops for an outfit for a friend’s wedding, online brands can curate a personalised user journey, adding in biometric data to build confidence from the start of their experience.


INCREASED CONSUMER CONFIDENCE BREEDS ENGAGEMENT AND LOYALTY As highlighted by Fits Me research, retailers that quickly adapt to consumer desires can


gain a competitive advantage. Drawing on increased loyalty, they can reduce returns and streamline internal logistics. Fits Me is the industry leader in helping to provide retailers with the tools necessary to evaluate personal preference, body shape and garment design in unison. By personalising the consumer journey, consumers can find clothes they will look great in without guessing based on size. It is an essential time for retailers to be aware


of this. With profits from major chains such as Next stifling, not to mention the demise of BHS, retailers in touch with their audience are making great gains. Amongst a fierce online battle, those ready to tackle the size challenge can gain a significant advantage. This is not simply an issue that will get the tills ringing. This is also a much bigger way in which customers can be treated and taken into a brand dialogue. In every engagement, across all marketing methods, a brand can appear responsive and understanding. So, how would you like to be known? 80 years of indecision or a brand of the future? I know which one I would choose.


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