"Online shopping isn’t as easy as it seems, it requires a lot of brainstorming because it actually is out for public. Numerous concerns faced by shoppers need to be addressed these include: fit, comfort, and how the fabric actually feels. Retailers have to deal with returns when shoppers realise something that looked great on site doesn’t translate well to their not-quite-model bodies."

Online shopping isn’t as easy as it seems, it requires a lot of brainstorming because it actually is out for public. Numerous concerns faced by shoppers need to be addressed these include: fit, comfort, and how the fabric actually feels. Retailers have to deal with returns when shoppers realise something that looked great on site doesn’t translate well to their not-quite-model bodies. Paco Underhill, Founder, Envirosell, highlights what's troubling with these new initiatives is: if a customer has two failures in a row that's the proverbial cliff...If the shopping apps fail twice, it's easy to be disloyal.

Initiatives to null shoppers concerns

To deal with shoppers issues retailers are looking at innovative ways. For example, Rent the Runway (RTR) has deployed SnapChat and Instagram to give shoppers a better idea of how their dresses will fit. Consumers are able to easily visualize themselves in a certain dress if shown on a live person via Instagram Stories versus viewing it on Rent the Runway’s site. Likewise, Amazon’s Outfit Compare lets users send Amazon photos of themselves wearing two different outfits, and an Amazon stylist gets back to them to say which looks better. As Underhill points out, when a person is buying socks, underwear, etc, there’s not much thought, one just needs to find the right size. When it comes to special occasion dresses, one has to be doubly sure before buying.

Therefore, smart designers and retailers are recognising they have to go beyond just selling their brand to appeal to today’s shoppers. That’s because 97 per cent consumers say fit is the most important factor in their apparel purchase decision, according to Monitor™. That’s followed by comfort (96 per cent), price (94 per cent), quality (93 per cent), durability (91 per cent), colour and style (both 87 per cent), and softness (79 per cent).

Some new technologies are is helping to more accurately determine what consumers want, need or prefer. Amazon’s Echo Look device acts as a standalone selfie machine, and its companion app allows users to view and take full-length pictures of their outfits and compare styles. The Style Check feature uses a combination of machine learning and advice from live specialists to help users figure out what to wear.

What lies ahead…

Underhill feels there will eventually be a personal shopping bot that’s familiar with sizes, measurements, closets and it will use history in helping one choose a wardrobe. Call it a closet consultant that functions electronically. So rather than have the bot run by the retailer who’s always trying to make the sell, they want tech on their side. The retailer can say, that dress matches those shoes in the customer’s closet. Once the bot is accepted by consumers, there will be a code on clothes that informs the bot of color, size and other information that can be taken into consideration for purchase. And that will really simplify and help online sales.