Boden drives sales with online fit technology

Boden has been using personalisation tech to grow its conversion rate and revenues this year with order rates and values also increasing and fewer orders being returned.

The brand's website has been using True Fit’s data-based True Confidence fit analytics tech and reported incremental revenue up 5.1% as a result in Q1. Whilst the conversion rate among shoppers using the tech was 2.6 times higher.

The True Confidence fit analytics tech analyses transactions from 17,000 retail brands and uses data from nearly 200 million registered consumer to provide them with a better idea of how clothing they are purchasing will fit.

Boden’s order rates increased close to 57%, the average order value was up 12% and the firm also managed to decrease its returns rate by almost 6%.

This is a key development for the company that makes 95% of its sales online in prime markets including UK, Germany, Austria, France, Australia and the US.

Boden’s Director of Digital Trading, Nicola Huet, 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. E-commerce is a key channel for Boden. We saw positive results almost immediately and the impact of True Fit has been substantial.”