Fashion retailer Boden has seen significant improvements in conversion rates, average order values and and items per order since adding the MixMatchMe application to its UK and US sites in April.

MixMatchMe presents consumers with a model that they can outfit and accessorize, so they can see how items go together before they purchase. The software can be integrated into the retailer’s site as a white label product — Boden calls their implementation ‘Outfit Maker’ — or products can be offered through the new MixMatchMe.com site on an affiliate basis.

Custom photography in a controlled environment and image manipulation is required to prepare pictures of garments for use with the visualisation tool, but MixMatchMe’s MD Mario Faure tells InternetRetailing.net that, for a typical 300 items, it takes around a week to collect, photograph and return the clothes to a brand. Another week sees the necessary retouching complete, and within three weeks all the images and product data are loaded onto the system and ready to go.

“We are really encouraged by the impact to our bottom line and have received a lot of positive feedback from our customers — so much so that we’re featuring the whole of our Autumn/Winter women’s collection on the MixMatchMe outfit builder.” says Sarah Blair Gould, head of ecommerce at Boden.

French Connection has also implemented the firm’s white label solution, and went live with their outfit builder in June. “We wanted to engage more with our customers by providing them with a useful tool which supports them in their buying decision in a fun way,” says Jennifer Roebuck, the retailer’s head of ecommerce. “The reaction to the MixMatchMe application has been great!”

Related news

• Average online order values increase 94% in 2009
• Boden appoints TagMan to track the full customer journey on its websites
• Online Valentine’s Day order values increased by 65% this year