If you’ve heard the saying “throw everything at the wall and see what sticks” then you know what it means when retailers don’t understand their customers or what they want.
It’s also why they get so many returns.
However, advancing tools and technologies centered around customer feedback and experience are mitigating this.
“It’s so important for us to stop guessing and identifying areas that we can use data and analytics to make better data driven decisions around sizing and buying the right product,” explains Liza Amlani, founder of The Merchant Life and Principal at Retail Strategy Group.
Perhaps you’ve stumbled upon some of these already.
Websites like Warby Parker, Sephora, and Houzz (I know, even home design sites are in on this!) have been ahead of the curve with options like augmented reality (AR) and true-fit technology.
True-fit allows for a virtual try-on experience. With features like 3-D body imaging, customers have a better image of how an item will look prior to their purchase instead of guessing.
Likewise, sites like Houzz use the same concept through AR. By offering a visual experience, customers have a more tangible image for designing and remodeling their home.
With the pandemic limiting in-store experiences, thus helping to spike the rate of returns, retailers not utilizing these options are overlooking a huge opportunity to not only further connect with their customers but limit items returning to their stores.
“I think that once we start connecting with the customer on a deeper level and enabling the right tech tools and digital tools across buying, planning, and in stores, we should see a lift in [bracketing]” says Amlani.