How Sizing Technology Can Bring Online Apparel Returns Down to Zero

U.K.-based House of Fraser takes its sizing ability a step further by offering it on mobile. After realizing that over half of its purchases were made on mobile devices, the retailer integrated a mobile and touchscreen-friendly sizing app called True Fit that prompts shoppers to enter basic details about their waist size, height, weight, etc., and that makes smart recommendations accordingly.

If the Shoe Fits …
Shoes can also be difficult to buy without trying them on first, and sizing apps are a powerful way to reduce returns for footwear as well. For example, leading running shoe brand Running Warehouse has reduced the rate of e-commerce returns by a substantial 23 percent since introducing a footwear sizing app. The app, called Shoefitr, draws from a database of shoe measurements and provides special, three-dimensional imaging technology. Shoefitr helps consumers find the right size shoe by allowing them to compare the size of the shoe they're wearing to the one that they're shopping for. After that step, Shoefitr uses that size information to offer smart product recommendations.

How to Cut Down on Online Returns?
Helping shoppers figure out what size to buy is one of the most effective ways to reduce online returns in fashion e-commerce. In addition, online retailers can also offer high-resolution images, include zoom features and images of different angles, and provide detailed product descriptions, effectively eliminating all hassle from the returns process. All of these steps will cut down on returns, increase customer satisfaction and loyalty, and help to fuel more sales.

Chris Dunn is the director of operations at TrueShip, a provider of e-commerce shipping software.