According to a recent study, the vast majority of UK consumers do not trust existing online sizing technology to accurately predict their body size.
Conducted by sizing specialist, Makip, 2,000 UK-based online shoppers were surveyed to understand their experience of online sizing technology, with the results overwhelmingly suggesting that the current digital sizing solutions are not up to scratch.
Indeed, almost half of UK online shoppers (48%) who have used online sizing technology to predict their body size, found the fit of the item to be wrong.
Undoubtedly, the major issue outlined by respondents is inconsistencies – both from brand-to-brand and website-to-website – with the following revealed to be the top two reasons behind shoppers’ distrust:
- Three-quarters (75%) say the sizes are inconsistent between brands.
- Almost two-thirds (60%) do not believe the technology can be accurate because every website seems to use a different system.
But why is this such a concern for online retailers, and what does it mean for digital CX?
One size fits none
It will come as no surprise that clothes not fitting is the number one reason for customer returns, with 93% of consumers citing incorrect sizing, or fit, as the top reason for returning items.
The inconsistencies and inaccuracies of existing online sizing technology, is forcing customers to order multiple items of clothing across different sizes to try on at home.
Although this may feel fairly commonplace in today’s digital retail landscape, it is a major issue for businesses as it eats into profits, dents consumer confidence and sees a large majority of unused clothing ending up in landfill.
The damage to consumer confidence is particularly prescient to CX. The major advantage of digital shopping is the ability to order and receive your items from the comfort of your own home. Whether that’s because you need to fit it around a busy social or work life, or because you don’t want to make the trip into the nearest shopping mall/town centre.
In not providing adequate and accurate sizing technology and forcing customers to potentially return multiple items every time they make a purchase, companies are removing the ease and comfort that is their core appeal, and seriously damaging the customer experience.