Playful Promises has been partnering with Prime AI for over three years, transforming how they help customers find the perfect fit. With dedicated websites in the UK, US, and Australia, Playful Promises ships internationally and caters to an incredibly diverse customer base. As a multi-brand lingerie retailer its inventory spans from petite to plus sizes, creating both opportunities and challenges.
The Challenge
1. The Size Dilemma
A significant issue for lingerie retailers is that over 80% of women wear the wrong bra size (Source). For Playful Promises, this challenge is compounded by their position as a multi-brand retailer with sizing inconsistencies across brands. Their extensive size range, including petite sizes to 44H bras, makes static size charts impractical and often confusing for customers. Unlike brands specialising in niche sizing, Playful Promises serves a wide spectrum of body types, requiring personalised and dynamic solutions.
Additionally, their non-bra products – such as knickers, swimwear, and sleepwear – use dress sizes, creating another layer of complexity for customers trying to choose the right size.
2. Inventory Management Struggles
Managing SKUs for a diverse product range presents logistical and financial challenges. Slow-selling SKUs increase storage costs, reducing profit margins. On the other hand, stock-outs of popular sizes result in missed sales opportunities, as customers who find their desired size unavailable may abandon their purchase altogether.
3. Product Discovery Difficulties
With an extensive catalogue and multiple brands, customers often struggle to find similar styles or alternatives. The browsing experience can feel like a lottery, leading to missed opportunities for both customers and the business.
The Solution
Playful Promises partnered with Prime AI to integrate leading-edge AI tools into their online stores, addressing these challenges head-on. By implementing Bra Size Finder and Visual Search, they transformed their customer experience and optimised their operations.
1. Bra Size Finder
Prime AI’s Bra Size Finder is an innovative tool that ensures shoppers find the right fit every time. Unlike static size charts, which can be overwhelming and confusing, the Bra Size Finder personalises the process, taking into account individual body measurements and brand-specific sizing nuances.
How It Works:
- Shoppers input a few key details, such as their current bra size, how it fits (too tight, too loose, etc.), and measurements if available.
- The algorithm considers sizing differences across brands, recommending the best size for each product based on the customer’s preferences and fit issues.
- It operates seamlessly on any Product Detail Page (PDP), offering real-time, on-the-spot recommendations.
Key Benefits:
- Enhanced confidence: Customers no longer have to guess or consult complicated charts, recommendations are tailored to them.
- Time-saving: By pre-filtering items on a dedicated Size Finder landing page, shoppers see only products in their recommended size that are in stock, saving time and reducing frustration.
- Fewer returns: Accurate sizing recommendations significantly reduce the likelihood of ordering multiple sizes or needing to return items.
2. Visual Search
Prime AI’s Visual Search technology revolutionises how customers browse large catalogues. For a retailer like Playful Promises, which stocks diverse brands and styles, this tool simplifies the discovery process by allowing shoppers to find similar items with a click.
How It Works:
- Shoppers can click on an item they like, and the Visual Search tool suggests similar styles across the catalogue.
- The AI analyses patterns, colours, and designs to present accurate matches, helping customers discover alternatives without manual searching.
Key Benefits:
- Effortless browsing: Customers can quickly find similar styles across different brands, ensuring they see all relevant options.
- Higher engagement: Visual Search keeps customers browsing longer, increasing the likelihood of a purchase.
- Better fit discovery: By highlighting visually similar items, shoppers are more likely to find products they love and that fit well, reducing refunds caused by poor product matches.
A Tailored Approach for Playful Promises
Playful Promises uses these tools strategically:
- Bra Size Finder: Deployed across all regions, helping shoppers navigate their expansive size range and brand-specific nuances.
- Visual Search: Currently active on the US and Australian sites, enabling effortless product discovery and comparison, particularly helpful for multi-brand shoppers.
Together, these tools have streamlined the customer journey, enhanced shopper confidence, and provided actionable insights for inventory optimisation.
The Results
1. Improved Customer Experience
- Time-saving convenience: Shoppers can instantly see which products are available in their size, significantly reducing browsing time.
- Increased engagement: Customers using the Size Finder view twice as many products compared to those who don’t.
2. Increased Sales and Reduced Refunds
- Higher conversions: The Size Finder has boosted Playful Promises’ conversion rate (CVR) by 3.9%, resulting in incremental sales growth.
- Fewer size-related returns: Over 12 months, return rates for bra orders placed using the Size Finder were 27% lower than for those who didn’t use the tool. For briefs, the reduction was 21%.
3. Optimised Inventory Management
Prime AI’s tools provide actionable insights into size-specific demand, helping Playful Promises:
- Identify slow-moving SKUs and reduce unprofitable inventory.
- Understand missed sales opportunities due to stock-outs, such as how many customers qualified for a specific size (e.g., 34D) but couldn’t purchase due to unavailability.
- Adjust their product assortment to better align with customer demand, such as introducing XXS or XXL sizes for products like pyjamas.
4. The Value of Visual Search
- Incremental value: Visual Search contributes to higher CVR, adding an incremental value of 3.12%.
- Ease of discovery: 19% of completed sales came from customers who interacted with Visual Search, proving its effectiveness in helping shoppers find what they truly want.
Conclusion
By integrating Prime AI’s Bra Size Finder and Visual Search tools, Playful Promises has revolutionised its approach to fit, inventory management, and product discovery. These tools not only enhance the shopping experience but also deliver measurable business results:
- Lower return rates.
- Increased conversion rates.
- Optimised inventory that reduces costs and captures missed sales opportunities.
For a brand committed to inclusivity and diversity, Prime AI has enabled Playful Promises to serve their wide customer base with greater precision and care, ultimately driving customer satisfaction and business growth.
Ready to transform your bra fitting experience?
Contact Prime AI today for a free demo and see how we can innovate your customer journey.