Dressipi moves into offering a multi-channel solution for fashion retailers
Utilising data in-store to enhance the shoppers experience is the next stage in the development of Fashion Fingerprint creator Dressipi that is trialling a clientelling app with a number of retailers. By Glynn Davis
Ahead of presenting at the Retail Bulletin Omni-channel Summit 2015 on February 4 in London Sarah McVittie, co-founder of Dressipi – that creates a rich data-driven picture of individual shoppers centred on their personal and fashion attributes, revealed how the company is moving on from its solution only being used by retailers when their customers shop online and is to test it on iPads in-store.
“We’ve done the online piece and now we’re testing the in-store experience. We’ve joined the dots, having taken time to get the core technology in place,” she says, adding that Dressipi is working with retailers on a clientelling app that will be on iPads in seven stores. A further roll-out across other stores will then be considered.
It involves the retailers’ in-store assistants helping customers with two defined shopping journeys (from a total of seven that have been developed by Dressipi) via the iPad. The sales assistant simply scans barcodes on items, which then link to the customers’ Fashion Fingerprint and the app recommends items and outfits based on the merchant’s products.
Future developments on the app will involve proposing the top 10 items in-store for that particular customer. And once fully tested the app will be usable unassisted in-store.
The value of the recommendations is based on the thorough “concrete” data Dressipi accumulates on each shopper through its Fashion Footprint. McVittie says this consists of attitude and sizing data on the customer along with their lifestyle preferences.
Working with its retail clients Dressipi then compliments this information with 50 points of data on the each individual garment and adds in the customers’ purchase history as well as any feedback they have given on goods bought.
This rich data is able to drive great insights that she says deliver undisputable double-digit revenue increases and uplifts in average basket values for retailers. However, McVittie admits that many fashion retailers’ infrastructures mean they are not yet able to fully maximise the value Dressipi can add to their operations.
“We can give them the insight and they say it’s lovely but they cannot do much with it as they’ve not got the data teams to run it. They recognise the value of the data and insights and they want to deal with it but it is [being held back by] their own issues,” she says, suggesting that at the moment many retailers are focused on dealing with the challenges around fulfilment.
But McVittie believes things are changing and cites the likes of its client Shop Direct as a retailer that “gets data and has a great team” who will be at the forefront of using data delivered by the like of Dressipi.
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