M&Co has increased overall online conversion rates by 1.5 per cent and has seen a 27 per cent increase in average order value (AOV) since implementing personalisation platform True Fit.

The independent fashion retailer sought to engage with new consumer demographics, reduce high return rates and size sampling behaviour, and increase online conversion rates.

True Fit and M&Co worked closely to implement True Confidence, which eliminates the fit and size guesswork by providing recommendations based on each consumer’s body shape and preferences. These recommendations are informed by the solution’s ‘Fashion Genome’, a connected data set for apparel and shoes.

In the six months since implementation, customers who buy a recommended True Fit size compared to those who don’t yielded a 9.8 per cent lower return rate.

Lesley McCormack, e-commerce product manager at M&Co, said: “E-commerce is a key channel for M&Co, and our goal is to provide the consumer with an experience that instils confidence when purchasing products online, where you can’t try before you buy.

“Personalisation helps drive that experience and in turn, has demonstrated tremendous impact on the business.”

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