M&Co hails 'substantial impact' of True Fit tech

M&Co reports a 10% reduction in returns and a 27% increase in AOV since implementing personalisation platform True Fit on its site.

The technology provides fit and size recommendations based on each consumer’s unique body shape and preferences.

“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,” says Lesley McCormack, E-commerce Product Manager at M&Co.

“Our customers are at the heart of everything we do and empowering them to find clothes online that fit and that they want to keep is crucial to ensuring customer confidence and loyalty. We saw positive results almost immediately and the impact of True Fit has been substantial.”

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