Henri Lloyd, the original British sailing brand was founded in Manchester, England by Henri Strzelecki MBE. Since 1963, Henri Lloyd has continued to push the boundaries of style and technical innovation establishing itself over the last five decades with a formidable global reputation for designing and producing quality premium sailing lifestyle clothing.
Online shoppers are spoiled for choice – the key word being “spoiled”. That’s to say, when looking for a polo shirt, shoppers don’t want to be bombarded with 12 shirts, of which only three fit the way they like, they’d rather have three well-chosen options.
Henri Lloyd wanted to make its consumers’ search for items more personal and efficient. As people become more comfortable with sharing their personal data such as height, weight and other measurements tailoring options can, increasingly, be personalized.
The British company looked to Rakuten Fits Me to offer a solution to help them achieve this more personalized and customer-centric approach.
Using its rich data set of insight on the changing personal body shapes and preferences of individual shoppers, Rakuten Fits Me created and delivered a fit recommendation solution for Henri Lloyd.
This solution allows the brand to offer its online customers the products most suited to their individual body shape and preferences while they shop. As a result confidence in the browsing and purchasing process was radically increased enabling new shoppers to buy for the first time and loyal customer to explore and buy the brand’s full range of products.
The Rakuten Fits Me solution is integrated with Henri Lloyd’s existing analytics systems. This enables full, objective reporting on customer interactions.
Shoppers who use the fit recommendation solution before completing checkout have a garment returns rate of just 4.5%, compared to 15.3% for shoppers who don’t.
According to Henri Lloyd’s commercial director, Graham Allen, “The stats are overwhelming. Rakuten Fits Me’s fit recommendation solution almost entirely removes the reason of ‘fit’ for returns. It has smashed the overall returns rate.”
The Rakuten Fits Me recommendation solution is the only fit solution providing shoppers with a photo-accurate visualization of fit. A complementary solution, Fit Origin, provides fit information and recommendations without photography.
“We’ve seen an increase of 57% in conversions from first-time buyers who use the fit recommendation tool” says Allen.
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Henri Lloyd wanted to make its customers’ search for items more personal and efficient. The British company looked to Rakuten Fits Me to offer a solution to help them achieve this more personalized and customer-centric approach.Learn more