Amazon will use 3D printing scan technology to customize clothing outfits. The e-commerce giant has proactively chosen to use physical scanning of bodies to achieve this customization.

This effort will go a long way in helping online customers achieve a perfect fit whenever they order clothing.

Amazon is inviting volunteers to its New York office. This will serve the purpose of keeping a tab on their body shape and size. The exercise will be done over a 20-week period by using 3D scanning. The volunteers will visit the office twice a month in order to allow Amazon a better understanding of the changing human body.

Online e-commerce giants collect a lot of data to ascertain customer preferences. This is one way to beat the competition. A project like this will give a new impetus for the e-commerce industry to provide their customers with the best fit of clothing. Consequently, the number of returns the company deals with on a daily basis will be drastically reduced.

The three product categories where customers make the most personalised purchases are holidays, clothing and furniture. Those businesses who do not offer an element of personalisation risk losing revenue and customer loyalty over the longer term as customers increasingly demand personalisation.