True Fit, personalization, Carhartt

Today True Fit, a personalization platform that deploys data analysis to accurately suggest comparable size recommendations, announced the addition of its “Shop for Others” functionality. The software will be first available on Carhartt’s web site. True Fit serves as a widget that retailers and brands can place on e-commerce product pages for shoppers to receive accurate sizing direction.

The new capabilities add a component to personalization on e-commerce — gifting. In addition to building a profile for individual preferences and sizing, users can now create ones for friends and family. “Users can seamlessly toggle between fit, size and style recommendations for themselves and for friends and family,” a company spokesman said.

As shopping continues to shift toward mobile devices, frictionless product search, selection and purchase requires enhanced capabilities, particularly when selecting gifts and items for others. The introduction of the updated features comes at a strategic time before back-to-school shopping and Black Friday deals — key times when gifts and apparel are purchased for others. What’s more, consumers expect brands and retailers to extend customized shopping journeys necessitating comprehensive software that empowers both shopping for oneself and others.

“Our end customer is not always our shopper and this new feature from True Fit will really benefit those consumers shopping online for gifts,” said Anna Cole, director of e-commerce operations, user experience and merchandising at Carhartt. “We opted to launch this feature in time for our Mother’s and Father’s Day sale periods and are excited to leverage the valuable insights we’re gaining about our consumers and their behaviors.”

True Fit will continue to roll out its “Shop for Others” functionality across retail partner sites in the upcoming months. Customers of the platform range from Nordstrom, Under Armour, Cole Haan, Moosejaw, Topshop and American Eagle among others.

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