In this article:
- Gap acquired Draper, which makes virtual try-on tech
- This reduces one of the main pain points for eCommerce retailers — the inability to judge fit until the clothes arrive that leads to many returns.
- It also fits well the brand’s launch of Bodequality.
Gap recently announced that it has acquired Drapr, a startup that uses technology to enable customers to virtually try on clothing on their personalized 3D avatars. The solution “is designed to help customers find the best clothing size and fit for their personal style and body type while helping retailers reduce unnecessary returns.”
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Sally Gilligan, Chief Growth Transformation Officer at Gap Inc. satated why this purchase makes sense for the brand: “Fit is the number one point of friction for customers and, through their advanced 3D technology, Drapr has shown it can help shoppers efficiently find the size and fit they need. We plan to leverage Drapr to help Gap Inc. improve the fitting experience for our customers and accelerate our ongoing digital transformation.”
A better way to judge fit when ordering online is also helpful for the brand’s embracing what it calls BODEQUALITY for the Old Navy line. “you said, ‘Not everyone is an hourglass, you know,’ says BODEQUALITY’s site, speaking directly to Gap’s customers, “so we… Partnered with Dr. Susan Sokolowski – University of Oregon professor, product designer, and award-winning innovator (35 patents and counting!) – to reinvent our fit process & size standards.”
The fit (ha!) here is impeccable. Nancy Green, President & CEO of Old Navy, explained: “Drapr’s technology will help us continue to build on this expertise and deliver a more personalized and inclusive fit experience for all of our customers by showing them how an item will actually look on their body while also recommending the best fit for them based on their individual preferences.”
What’s CRM MArketing about it? Well, everything. The goal is to see which pieces will fit the customer, not just in terms of size but shape — even for those of us who do not have perfect model figures. It’s a good idea not just to save money on dealing with returns but to reduce customer frustration when they discover their purchases don’t fit the way they expected them to.
By being so customer-centric, Gap is not only positioning itself better to acquire new customers but just as important to provide them with such a thoughtful experience that is more likely to turn them into loyal customers compared to other strategies. Because, when it comes to getting your customers to come back – there’s no such thing as one-size-fits-all (oh, those lovely puns!).