// Hotter plans to improve customer experience with new partnership
// True Fit, a consumer experience platform that decodes fit and size, will partner with Hotter as it steps up its direct-to-consumer (D2C) offer
Hotter owner Unbound Group has revealed plans to improve customer experience and engagement through its recent partnership between Hotter and True Fit.
True Fit, a consumer experience platform that decodes fit and size, will partner with Hotter as it steps up its direct-to-consumer (D2C) offer.
Hotter said the new plans are part of recognising that each pair of feet is as unique as the individual shopper.
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The shoes retailer sells direct online via its D2C website, through its mail order channel and in-store in its own 17 UK Technology Centres as well as through retail partners, including John Lewis, Debenhams.com and, most recently, Marks & Spencer.
Hotter has invested in many paths to a personalised fit, such as augmented reality (AR) as well as True Fit’s digital sizing application.
Leveraging its AI-powered algorithm, True Fit will help Hotter better understand complex customer buying behaviours, allowing the brand to understand the preferences of its customers, both on and off its own website.
From this insight, True Fit enables Hotter Shoe’s fit personalisation at scale – helping the shoe brand use data to inform customer engagement while building trust through high-fidelity fit recommendations.
These high-fidelity fit recommendations have boosted order rate, up 30% for True Fit shoppers, while basket sizes have also increased with Average Order Value (AOV) 16% higher, translating to a 3.1% increase in incremental revenue lift in just three months.
Hotter will also expand True Fit’s service to be available in their app in Q1 2022.
“Comfort and fit have always been paramount in Hotter’s retail offer and our customers come to – and stay with us – for that very reason,” Hotter technology director, Will Rose said.
“As such, we’re always looking to build confidence into their digital buying journeys, to help them have that ‘trying on’ experience virtually so they can be assured their shoes will fit like a glove.
“True Fit not only gives us this, but we can also use its data and dashboards to derive granular insights about our core shopper.
“This provides insights on shopper preferences, from their brand and price affinities across categories to fit consistency across our assortment, informing both product strategy and merchandising and marketing decisions, which is particularly powerful.”
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