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Virtual fitting room helps Henri Lloyd reduce return rates by 70%

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Henri Lloyd says it has reduced returns rate on the golfing and sailing clothes it sells by 70% as a result of adding a virtual fitting room to its website.

The British clothing manufacturer says that customers who use the online fitting room have a returns rate of 4.5% compared to 15.3% for those that do not use the virtual fitting room before buying. The yachting, sailing and clothing clothing specialist is able to measure the varying rates of return because it has systems that enable it to cross-reference a returned item with its original point of sale.

“Our customers know the design and manufacturing quality that they’re buying, so we don’t get many returns for those reasons,” said Henri Lloyd commercial director Graham Allen. “The stats we’re getting are overwhelming evidence that our virtual fitting room almost entirely removes the last remaining genuine reasons – fit – for why our shoppers might choose to return clothes and as a result it has smashed the overall returns rate.”

The fitting room shows shoppers what clothes look like on someone with their measurements through a photographic visualisation of the item.

“Using the Virtual Fitting Room is still an optional part of the purchase journey, so now we will look at raising the proportion of shoppers that visit the virtual fitting room,” said Allen. “We’re going to look at putting the virtual fitting room button in more places, and at how to make it more prominent too.”

He also said Henri Lloyd would now consider whether the fitting room should be a standard part of the customer journey. “For that extra click we could almost certainly slash our returns rates for a much larger proportion of our customers, and therefore generate a much bigger impact on our bottom line,” he said.

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