Friday, August 11

#1 - 📏 Sizing tool reduces returns by 65%

📰 TL;DR - MySize is a customer sizing solution that helps shoppers find the right size for them. And according to this, the technology has reduced returns by 65% for brands using it. The company says it’s made some 35.6 million size recommendations, leading to 17.9 million items purchased. The tech uses AI and machine learning to help customers pick sizes, and is used by brands like Levi’s, Moschino, and Speedo.

💡 Insight - This is a press release so of course it’s going to talk up MySize in particular, but there’s a bigger takeaway here. Incorrect sizing is a huge issue for apparel brands and contributes majorly to returns. Thankfully, AI applications are making it easier to find a correct size. In turn, that reduces returns. If you sell apparel, it’s imperative that you improve your sizing information beyond a simple chart. The truth is that customers are unlikely to have a tape measure on hand to apply to a chart, so a more practical solution can really help. That could be MySize, or one of a number of sizing solutions. Try one and see if it helps.

➡️ You can read the article here...

#2 - 👍 Better examples of UGC

📰 TL;DR - I think we can all agree that UGC is all the rage right now. Brands have gradually moved from favoring traditional influencer media to UGC-style videos and ads. But are even those getting old? I saw this tweet from Dan Ragan and was instantly intrigued. He says that fake “paid acting” is falling away in favor of what’s in the file he’s sharing. So I followed his instructions and the file is indeed a collection of good examples of a very particular style of video ad.

💡 Insight - Okay so I’m not ready to say these aren’t examples of UGC-style ads — they are! But they’re also pretty good. They remind me more of YouTube videos than the cut-and-paste TikTok UGC ads with repetitive hooks that we’ve all been seeing. Mostly I think these are just particularly good examples of UGC. They feel authentic, not forced, and like the creator came up with the concept themselves. Not revolutionary, but worth checking out for inspiration.

➡️ You can read the post here...

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#3 - 📦 Incentivizing slower shipping works

📰 TL;DR - In a world with Amazon Prime, there’s so much pressure for e-commerce brands to offer shipping that’s lightning fast. But that also comes at a price. REVOLVE is trying to address that by incentivizing shoppers to choose slower shipping in exchange for rewards. Although two-day shipping remains free, shoppers are encouraged to choose three-to-five-day shipping in exchange for 100 loyalty points. That encourages not only enrollment in the loyalty program, but eases shipping demands. Smart!

💡 Insight - There are actually a lot of great stats in this piece that make it worth reading. For example, did you know of the 3.5 billion products returned in the US every year, only 20% are actually defective? Anyway, what I like about this is that it offers options. I think customers inherently know that slower shipping is more sustainable, so that choice is offered, with a bonus to boot. Some people are happy to wait a few extra days, so why not offer it?

➡️ You can read the article here...

#4 - 🛠️ Things worth checking out

💸 CHEAP EFFECT - Low-cost brands like Shein and Temu are changing e-commerce in the US. Read here.

🤖 B2B - Despite all the hype, logistics orgs are being quite slow to adopt AI. Read here.

🍃 AMAZON - Amazon is reportedly testing generative AI tools for sellers on the platform. Read more here.

🤓 WARBY PARKER - Bucking the wholesale trend, glasses brand Warby Parker is planning to open more stores. Read more here.

🤔 INFLUENCERS - Here’s a list of what’s in and out for influencing marketing this year.

#5 - 👰 Bridal trends to know

📰 TL;DR - Azazie has proved itself as a powerful player for wedding DTC e-commerce, specifically bridal gowns and bridesmaid dresses. Along with its quarterly report, it released some interesting insights into how brides are shopping. For example, 42% of brides are now considering eco-consciousness in their purchases. As well, the idea of a reception dress is out the window — 83% are wearing the same dress for the whole event. Also, most are uninterested in BNPL, planning to pay upfront for their big day,

💡 Insight - This info is obviously most pertinent for those who sell wedding items, but it’s some great insight that I think can expand to other wedding necessities. I can gather that brides are planning their budget up front in a way they might not for other splurges. Also there seems to be some conservatism at play, with the lack of reception gowns and preference for traditional white dresses. Perhaps with inflation, brides to be are getting a little less kooky with their ideas and sticking to what works.

➡️ You can read the article here...