Decathlon has introduced a groundbreaking solution called Smartsize for its e-commerce website. Jerome Dubreuil, the Global Chief Digital Officer, and Executive Team member announced the new tool in a LinkedIn post. He highlighted the common issue faced by online shoppers where the clothing they receive looks significantly different on them compared to the models displayed on the website.
According to an Ipsos survey, 59 per cent of shoppers have experienced dissatisfaction with their online purchases due to this reason. To address this challenge and improve the online shopping experience, Decathlon developed the Smartsize tool that aims to find the perfect fit for each individual’s body type. The implementation of Smartsize has proven to be highly effective, with data indicating that the conversion rate drops by 3.5 per cent without the tool.
The feature is already available in 25 countries and has demonstrated its ability to reduce returns, benefiting both customers and the environment by cutting down on the carbon footprint associated with reverse logistics.
Decathlon has also gathered a massive amount of data to refine its products and cater to its customers better. With an impressive dataset of 68,600,000 measurements collected from 11 touch points and 7,150,000 members across 71 countries, the company is now able to create sports gear that aligns more accurately with customer preferences and body sizes.
The introduction of Smartsize and the AI try-on tool signifies Decathlon’s commitment to enhancing the customer experience in the era of omnichannel commerce. Such innovations are set to revolutionise the online shopping landscape and may shape the future of e-commerce. Jerome Dubreuil expressed enthusiasm for further AI advancements in the retail sector and hinted at the potential for more exciting updates in the future.
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