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How Boden's Growing Ecommerce Channel Saw a 5.1% Lift to Incremental Revenue

What comes to mind when you think of the retailer Boden? Bright, bold, British? How about digital transformation leader? While the retailer has a flagship store on King’s Road in London and concessions in select John Lewis stores in the UK, their style must-haves reach well beyond the British borders; 95% of trade takes place digitally across the UK, Germany, Austria, France, Australia and the United States.
 
As part of their digital transformation strategy, Boden partnered with True Fit to help improve the digital customer experience by strengthening shoppers’ confidence about fit, reduce high return rates and minimize size sampling behaviour. These objectives led to the development of a new data-driven personalisation strategy across ecommerce channels, which proved timely for the retailer as demand for both ecommerce and personalisation have accelerated significantly due to the disruption from Covid-19.
 
True Fit and Boden worked closely to implement True Confidence™ to help shoppers eliminate the fit and size guesswork based on each individual consumer’s personal preferences. “Ecommerce is a key channel for Boden. We saw positive results almost immediately and the impact of True Fit has been substantial,” said Nicola Huet, Director of Digital Trading at Boden.
 
Boden saw a 5.1 precent lift to incremental revenue, plus a conversion rate increase of 2.6x from shoppers using True Fit. The retailer also reported a 56.6 percent jump in order rates, a 12 percent increase to average order value (AOV) and a 5.9 percent reduction in returns for shoppers who followed True Fit’s recommendations.

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On the impact the partnership has for shoppers, Nicola said “Our customers are at the heart of everything we do and empowering them to find clothes online that make them feel their best is crucial to ensuring customer confidence and loyalty. 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.”

To register for True Fit on Boden’s site, visit here.
 
To read more about retailers leveraging personalisation as a key element to their digital transformation strategy, visit here.
 
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