Boden has reported a 5.1 per cent lift to incremental revenue during the first quarter this year, plus a more than doubled conversion rate, from using personalisation platform True Fit on its website.

The online fashion retailer also reported a 56.6 per cent rise in order rates, a 12 per cent increase to average order value and a 5.9 per cent reduction in returns for shoppers who followed True Fit’s recommendations.

Boden was founded by Johnnie Boden in 1991 as a mail-order business. While still retaining its traditional catalogue, the omnichannel retailer now has a flagship store on London’s King’s Road and concessions in select John Lewis stores across the UK. However, 95 per cent of trade takes place online across the UK, Germany, Austria, France, Australia and the US.

It partnered with True Fit to strengthen shoppers’ confidence about fit, reduce high return rates and minimise size sampling behaviour. This strategy proved timely, as demand for e-commerce personalisation has accelerated significantly during COVID-19.

True Fit and Boden worked to implement True Confidence, which eliminates the fit and size guesswork by providing fit and size recommendations based on each consumer’s personal preferences. True Fit’s recommendations are powered by its Fashion Genome, the world's largest connected data set for fashion, which analyses transactions from 17,000 retail brands and data from 190 million registered shoppers.

Nicola Huet, director of digital trading at Boden, commented: “Our goal is to provide our customers with an experience that instils the same confidence when purchasing products online as when wearing our brand - personalisation helps drive that experience and, in turn, has demonstrated tremendous impact on the business.

“E-commerce is a key channel for Boden - we saw positive results almost immediately and the impact of True Fit has been substantial,” she concluded.

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