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Brief Published: 13 Sep 2018

Select Online, Try In-Store: Personalised Fitting Rooms

Matchesfashion.com, Mayfair, London

We highlight a slew of fresh retail concepts that merge physical and digital commerce in highly personalised ways, offering consumers speedy product try-on and tailored recommendations.

  • 90-Minute Delivery & Algorithm-Based Suggestions: UK luxury e-tailer Matchesfashion.com has unveiled a 5,000 sq ft townhouse in London's Mayfair, where consumers can try on items within 90 minutes of pre-selecting them through the platform's app. Personal shoppers also pick out other items shoppers might consider based on data gathered from their online purchasing behaviour (such as wish lists, abandoned baskets and purchase history).
  • Next Day Try-On: Canadian e-commerce fashion platform Ssense's first bricks-and-mortar space in Montreal allows shoppers to pre-select products to try on from its website and book an appointment time. The garments are ready in one of the dressing rooms within 24 hours.
  • Male-Focused Convenience: Similarly, US department store Nordstrom's first male-focused store in NYC has debuted its Reserve Online & Try in Store system, which allows shoppers to choose up to 10 items on the store's website or app and then try them on in a fitting room within two hours. Nordstrom has already experimented with a service-only store – including personalised fittings – in LA (see blog).
  • The Store of the Future: Opened in 2017, Farfetch-owned fashion boutique Browns East in London incorporates the e-commerce giant's Store of the Future omni-channel retail technology. Sharing their online wish list with stylists prior to their visit, VIP visitors can try on potential purchases in a secluded section of the store. They can also use their smartphone and Farfetch app to request new sizes, see recommendations, and sync their digital wish list with pieces tried on in store, since each garment is equipped with a smart chip.

To read more about how retailers are redefining personalisation for the modern cross-channel consumer and combining the best of the e-commerce and bricks-and-mortar worlds, see Service-Only Stores in Brand Spaces, 2018/19, Tech Flex and Omni-Interactive.