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Henri Lloyd slashes garment return rates with use of virtual fitting room

Lifestyle clothing brand Henri Lloyd has revealed that customers using its virtual fitting room to check the fit of garments before they complete checkout have a 70% lower overall returns rate than shoppers who buy without using the service.

GENERAL MERCHANDISE

Henri Lloyd slashes garment return rates with use of virtual fitting room

The retailer, which offers the Fits.Me virtual fitting room solution on its website, said customers using the service have a garment returns rate of just 4.5%, compared to a returns rate of 15.3% for other shoppers.

As a result, Henri Lloyd is now looking to increase the number of shoppers using the service by making the virtual fitting room button more prominent and installing it in more places on its website.

Henri Lloyd commercial director Graham Allen said: “The stats we’re getting are overwhelming evidence that our virtual fitting room almost entirely removes the last remaining genuine reason – ‘fit’ – for why our shoppers might choose to return clothes, and as a result it has smashed the overall returns rate.

“Using the Fits.me Virtual Fitting Room is still an optional part of the purchase journey, so now we will look at raising the proportion of shoppers that visit the virtual fittingroom.

“There is some analysis to do on whether we make passing through the virtual fittingroom the standard customer journey, and make skipping it – rather than using it – optional. For that extra click we could almost certainly slash our returns rates for a much larger proportion of our customers, and therefore generate a much bigger impact on our bottom line.”

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