Last year the Danish fitting tool EasySize expanded its business to Sweden as well as France and the UK in an effort to help more customers to get the right size straight away. The company's business idea is to provide the customers with the right size, instead of them having to measure themselves or estimate their sizes. This will also be beneficial for the e-tailer, since the store hopefully will not have to handle as many returns.
From Fitting Tool to Sizing-API
Since then EasySize has spent time developing its product. Before EasySize was only shown at the actual product side which made it necessary for the customer to actively choose to use it. Now EasySize has developed an API which lets the e-retailers combine the tool with other services such as newsletters or with recommendation services.
- We chose to develop our product from a fitting tool to a sizing-API, which means you can not only use the service on its own but also on top of existing services. It all comes down to creating a personal shopping experience for the customers, said Gulnaz Khusainova.
Gulnaz Khusainova has previously worked for a bank where she was responsible for collecting and analyzing data. She has for a long time been fond of online shopping and one day she decided she wanted to combine her two interests to find out how fashion could be revulutionized by the use of data. That’s when EasySize saw the light of day.
- I thought that surely someone must already have done this, but when I started my research I saw that those existing tools were very complicated and asked me for measurements and pictures and so on and so forth. That made me think of going to a gym rather than buying new clothes.
Dynamic Pricing Next Big Trend?
In the near future EasySize is to launch a responsive site, and even though Gulnaz Khusainova does not want to reveal any details, she says her company has an upcoming cooperation with a big European payments company.
EasySize will also launch a service that will help e-retailers to analyse their customers' return rates. With that information retailers could for example decide not to give customers with high return rates free returns.
- We don’t actually change the price, since it is up to the retailer to decide if that is to be done. But honestly, that is said to be the next trend within e-commerce, dynamic pricing. Depending on how valuable you are as a customer you get to pay a higher or a lower price. But what we want to do is to decrease the bad customer’s motivation for returning things, said Gulnaz Khusainova.
