January 23, 2019 Dave Desmarais

How To Increase Consumer Confidence

One of the most important feelings in a buying decision is confidence. For the purposes of this article, think of confidence on a scale of 0 to 100, 100 being the most confident you could possibly be.

At the onset of an experience, such as shopping, confidence levels usually start at 100 percent. If one is shopping online instead of in-store, confidence levels will drop 10-20 percent depending on the item simply because of the inability to touch and see it up close. If the item is clothing, another 20 percent drop in confidence can be expected due to the fact they can’t try the item on. Thirdly, if one has never shopped the particular brand or style before, confidence will drop even more when faced with the task of choosing a size. Towards the end of the experience, a person might feel that the chances they will be satisfied with their purchase are somewhere between 30 and 50 percent. Not a high level of confidence, but this is true across all apparel retail.

Since the dawn of the web, retailers have grappled with how to increase consumer confidence and have found the solutions available today, such as body scanning, questionnaires and virtual fitting rooms, mildly helpful. That is until Tailored introduced something better.

Apparel Your Customers Already Own

When was the last time you were able to look into your customers closet? The answer is never. The value of this goes beyond being able to “see” the styles and colors. Tailored takes this a step further by giving you the ability to see the physical dimensions of those styles. Why is this important? For a couple reasons, one is that people are confident with what they know. If I have a great fitting pair of jeans at home, I’m confident that a pair with similar dimension and shape will be a good fit for me also.

The second reason that knowing the physical dimensions of your customer’s clothing is important is that you, the retailer, have the physical dimensions of the garments you sell readily available. Obtaining the dimensions of a customer garment is like getting the answers to the test before taking it. For the first time ever a retailer can perform an apples-to-apples comparison between items they sell and great fitting clothing a customer already owns. This is valuable because, again for the first time, a retailer can understand their customer’s fit preference before they buy.

The truth is, garments are constructed much like houses, electric toothbrushes and coffee mugs. There are blueprints that call for material with specific measurements that a skilled person must put together to create the final product. Breaking a garment down to its most basic form, the measurements, is a valuable ability that takes the guesswork out of a buying decision and provides a much needed boost in online consumer confidence.