Boden boosts sales with online fit technology

By

Sandra Halliday

Published
Oct 21, 2020

Boden has been using personalisation tech to boost its conversion rate and revenues this year with order rates and values also rising and fewer goods being returned.

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

The tech analyses transactions from 17,000 retail brands and uses data from almost 200 million registered shoppers to give them a better idea of how the garments they’re ordering will fit.

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

It’s an important development for the company that makes 95% of its sales online in key markets including UK, Germany, Austria, France, Australia and the US.

And it was good timing as its use of the tech was implemented in Q1 as markets moved into lockdowns due to Covid-19.

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.”