metail & europas supporting document
TRANSCRIPT
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Metail – positive impact across metricsR
eta
ilers
Increase conversion
Increase AOV
Reduced returns
Engagement
Marketing
• 12% higher in UK• 11ppt higher in Brazil
• 6% higher basket size in UK• 5% higher basket size in Brazil
• 9.5% lower return rate in Germany• 5% lower return rate in UK• 11% lower return rate in Brazil
• 7-12% adoption rate• 20% with marketing
• BAFTA nominated for ITV This Morning
‘Take over the Makeover’
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Our product portfolio
MEMODELFITTING ROOM
DATA SERVICES
MARKETINGINITIATIVES
• Fully featured online fitting room
• See clothes and whole outfits on your body in 360
• Companion app
• Impact all KPIs for new & existing customers
• Utilise MeModel’s in fun ways
• Drive engagement and awareness
• Chance to try on sneak preview collections
• AB Test Platform – KPIsuite & ROI
• Customer shape and size data can aid buying & selling decisions
• Segmented marketing opportunities and crowd sourced outfitting
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Data allows us to further increase net sales and develop the product
Customers using visualisation product
Unique data set of customer body shape
and behaviourGreater net sales
Information on style preference by shape
Improved size recommendation
based on returns data
Recommendation engine based on shape and size
Iteration of sizing chart and tailoring
Marketing based on customer shape and
preference
Improved and new products
Better informed trading decisions
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See clothes on yourbody shape in 360°
Experiment and createa whole outfit
Personalised sizerecommendations
1. 2. 3.
Product portfolio: MeModel Fitting Room
DELIVER THE BEST ONLINE FITTING ROOM EXPERIENCE BY:
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Complete Outfitting Solution: Live on Warehouse or try at Metail.com
THE COMPANION FITTING ROOMTRY ON & CREATE OUTFITS WHENEVER YOU CHOOSE
http://metail-demo.myshopify.com/collections/all
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Other exciting new features planned for release over the coming months
• History bar
• Size advice consolidated with Add to Bag
• History of tried items included as buy options
• Responsive, sharper UI
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• Parabolic lighting setup
for garments
• New light-cube improving
contrast and saturation
• Improved heads
• Better fitting garment
modelling
• Smoother edges
• New ‘together’ pose
…and pose & visualisation improvements continue
CURRENT NEXT ITERATION
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Product portfolio: Marketing initiatives
THE EDIT THE PRESELL
MEMODEL LOOKBOOKS MEMODEL EMAILS
MARKETINGINITIATIVES
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The Edit – Fashion personality campaign
• Style advice from individual with fashion authority
– Celebrity, fashion director, blogger
• Try on entire looks or single items
• Sharing features spread awareness
PERSONALITY DRIVEN
SHARING PURCHASES
SOCIAL
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The PreSell – a sneak preview to understand reaction to new collections
• A sneak preview of new collections
• Invite VIP shoppers, press and bloggers to exclusively try on the preview
• Anticipate demand through number of try ons, shares and even opportunity to pre-order
• Can deploy to own site or Metail can host separately to minimise integration
60 70 80 90 100
Shares
Try ons
Thousand
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Brand lookbooks + MeModels – enhance traditional content through personalisation
ENGAGEMENT
AWARENESS PURCHASES
PLAY
• Allow shoppers to try on entire outfits featured in lookbookswith one click
• Engage shoppers by previewing looks on themselves
• Personalisation of content creates playfulness
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MeModel emails – targeted emails making use of customers body profile
• Use shoppers body profile to send targeted solus emails
• Increase effectiveness by showing clothes which are available in shoppers’ size
• Provide recommendations known to suit shoppers’ body shape
– e.g., recommend shift dresses to shopper’s who do not have well defined waists
• Include links to try on clothes to drive higher email click throughs
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1. Customer shape & size data can now aid brand’s buying & selling decisions2. Body shape & outfitting data -> crowd sourced outfit recommendations
Product portfolio: Data services
UNDERSTANDING SHAPE PROFILE OF CUSTOMERS HOW SHAPE VARIES BY SIZE
Do we need to create new collectionsto cater for clusters of different shapes?
Do we need to change the fit profi le bysize to accommodate different shapes?
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TAKE OVER THE MAKEOVER
www.itv.com/thismorning/style-beauty/take-over-the-makeover
• Monthly feature on ITV This Morning
• Over 30k submissions from 20mins airtime
• Average visit duration 9mins
• 7,500+ UVs sent to retail partners / show
Promo Video - http://youtu.be/fYxPr2ykzIk
PR/Marketing case study:ITV live shows featuring Metail
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Contact information
VIKESH SHAH
LEAD BD [email protected]
+44 7976 220 115
Skype: vikeshshah85
www.metail.com
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Simple photography process
<£10 to digitise each garment
Only one sample size required
< 5 minutes per garment
Up to 40 garmentsper hour
Can integrate with existing photography
processes
Only requires 8m by 3m in
space
Does not require professional
photographers
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• Only 2 points of tech integration
1. Single 10 line JavaScript snippet to integrate Fitting Room
2. Analytics integration to track performance on KPIs and provide free AB testing
• Typically requires less than 1 day of actual developer time
– Metail write and host integration code to reduce time required
Technical integration can be done in less than a week
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Interactive Size Advice
• Based on brand size charts to minimise setup requirements
• Returns history drives machine learning improvements– Best source of training data - which size did
people of similar body shapes keep?
Isme (Savoir range) - http://prd-stg-isme.lsdg.com/1180694154.prd
Benefits
Size Recommendation
• Quick rollout over entire catalogue
• Simple setup– no need for garment measurements
• Machine learning improvements
• Data capture tool for shoppers size profile
• Covers larger size range
Product portfolio: Interactive Size Advice
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Magazine coverage
Main banner on website
Size advice landing page
Prominent CTA
Product launch event
Part of retailer’s ‘Fit Guarantee’ campaign
Effective promotion by retailer leads to adoption rate of 20%
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A brief introduction to Shape based segmentation
Metail has developed a way to examine customers' shape normalizing for size
We do this by comparing the customer’s hip and bust size (based on the retailer size chart) to waist size
Thus two people of different size may have the same shape – and vice versa
Waist = 79cm = Size 14
Bust = 93cm = Size 12
Hips = 106cm = Size 14.4
Bust size away from waist
= -1
Hip size away from waist
= 0.2
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Details of the Matching Group
6 8 10 12 14 16
Bust
Waist
Hips
Size and shape of median customer in segment
Example customer from this segment (165cm tall, 73cm waist)
49% of customers are in this segment
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Details of the More Rectangle Group
6 8 10 12 14 16
Bust
Waist
Hips
of customers are in this segment24%
Size and shape of median More Rectangle customer
More Rectangle compared to Matching Group ( Both 165cm tall, 73cm waist)
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Shape by size
0% 25% 50% 75% 100%
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14
12
10
8
6
Siz
e
Segment breakdown by sizeMore Hourglass More Inverted Triangle Matching group More Pear More Rectangle
N=80
N=840
N=2,001
N=2,170
N=1,507
N=1,176
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Mobile phone solution can be developed according to partner’s needs
• Email marketing• M-site• Responsive design
Smartphone requirements dependent on partner needs:
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JIM DOWNING | CTOJim has worked in roles and sectors spanning from consulting on financialservices application performance to architecting academic software to working oninformation standards development. He joined Metail from the University ofCambridge where he ran a portfolio of R&D projects, including the MicrosoftOREChem project. His undergraduate degree in Engineering is from PeterhouseCollege, Cambridge.
TOM ADEYOOLA | CEO & FounderTom Adeyoola, Metail CEO and Founder, led the gaming products division atInspired Gaming Group. Tom’s career has spanned ten years in various seniorstrategy and product development roles from Sportal to 3. His undergraduatedegree in Economics is from Christ’s College, Cambridge University.
KEY FACTS
40 employees(16 Tech/R&D incl.
7 PhDs)
London: Operations,
Products, Business Development
Cambridge: Technology
Asia office toopen Q1 2014
£5.4 million investedto date
KELVIN AU | Managing Director, AsiaKelvin has been involved in the technology industry for over a decade. Prior toMetail, he was a venture investor at DFJ Esprit, one of Europe’s largest technologyVC funds focusing on the internet, software and mobile sectors. Kelvin alsoworked at Credit Suisse, HSBC and IBM. Kelvin holds a first class Master's degreein Computer Science from Imperial College London.
SARAH WALTER | Chief Creative OfficerSarah has responsibility for building Metail’s consumer marketing operation,branding and PR. She is extremely experienced in the fashion industry havingpreviously been Director of Communications for both River Island and New Look,and held senior positions at Vogue and Marie Claire.
Metail has built a first class team
MANAGEMENT TEAM