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M&Co increases AOV by 27% with personalisation

Fashion retailer M&Co has increased average order value (AOV) by 27% since implementing a new personalisation platform

The company is using the True Fit data-driven fashion personalisation platform to engage with new consumer demographics, reduce high return rates and increase online conversion rates.


True Fit and M&Co worked closely to implement True Confidence™, which eliminates the fit and size guesswork by providing high fidelity fit and size recommendations based on each consumer’s unique body shape and preferences.  


True Fit’s recommendations are informed by its Fashion Genome™, the fashion retail industry’s largest connected data set for apparel and shoes. 


Reduced returns


In the six months since implementation M&Co has validated a 1.5% site-wide boost to conversion and AOV increased 27% for shoppers after registering for True Fit. 


Additionally, customers who buy a recommended True Fit size compared to those who don’t yielded a 9.8% lower return rate.  


The True Fit partnership is part of the retailer’s customer-centric strategy to make continual improvements to its proposition that enhance the customer experience. 


Lesley McCormack, Ecommerce Product Manager at M&Co, said: “Ecommerce 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.”



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