As a former merchandiser, Jessica Murphy knows the “pain points” of retailers; unhappy customers returning unwanted clothes is one of the biggest profit drains. For online shoppers in particular, not being able to actually try an outfit on makes e-return rates as high as 40 percent. But what if apparel-sizing analytics could take the guesswork out of finding the right size? Murphy co-founded True Fit four years ago to curate the shopping experience, creating personalized profiles based on past purchases and preferences while leveraging a comprehensive database of apparel and footwear product measurements. Murphy spoke with Globe correspondent Cindy Atoji Keene about the apparel-sizing analytics company.
“Will it fit? What size should I order? There’s a lot of uncertainty for digital shoppers that keeps them from making confident decisions in the $1 trillion online footwear and apparel market. As a retail software platform, True Fit acts a virtual dressing room where algorithms crunch profile data as well as favorite brands and styles to generate customized recommendations such as: 7 For All Mankind, size 29, Stretch Skinny Jeans. We launched with Macy’s and Nordstrom and now over 20 e-commerce sites use TrueFit to reduce return rates and turn ‘window-shopping’ browsers into buyers. For me personally, the biggest victory using our system was after we launched House of Fraser, a large multi-brand retailer in the UK. I look at partner websites like this all day long – it can sometimes be bad for the wallet. I saw some outfits I liked but didn’t know what size I would be in the UK, so I used our service. I was psyched because it gave me some great suggestions for three lovely dresses. Our service is meant to bring back the joy of shopping and have it be fun again. As for Retail 3.0 – the shopping frontier – we plan to leverage True Fit wherever the consumer shops. Mobile and tablets will help them make the best buying decision – we will help them shop and then get out of their way.”