2. 2
Metail - an enabling technology capturing a
new data source: shopper’s body profiles
Your
issue?
3. 3
Metail – positive impact across metrics
Retailers
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’
4. 4
Our product portfolio
MEMODEL
FITTING ROOM
DATA
SERVICES
MARKETING
INITIATIVES
• 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 – KPI
suite & ROI
• Customer shape and size
data can aid buying &
selling decisions
• Segmented marketing
opportunities and crowd
sourced outfitting
5. 5
Data allows us to further increase net sales and
develop the product
Customers using
visualisation product
Unique data set of
customer body shape
and behaviour
Greater 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
6. 6
See clothes on your
body shape in 360°
Experiment and create
a whole outfit
Personalised size
recommendations
1. 2. 3.
Product portfolio: MeModel Fitting Room
DELIVER THE BEST ONLINE FITTING ROOM EXPERIENCE BY:
7. 7
Complete Outfitting Solution:
Live on Warehouse or try at Metail.com
THE COMPANION FITTING ROOM
TRY ON & CREATE OUTFITS WHENEVER YOU CHOOSE
http://metail-demo.myshopify.com/collections/all
8. 8
Share your look with friends directly in
the Fitting Room from June
9. 9
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
10. 10
• 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
12. 12
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
13. 13
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
14. 14
Brand lookbooks + MeModels – enhance
traditional content through personalisation
ENGAGEMENT
AWARENESS PURCHASES
PLAY
• Allow shoppers to try
on entire outfits
featured in lookbooks
with one click
• Engage shoppers by
previewing looks on
themselves
• Personalisation of
content creates
playfulness
15. 15
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
16. 16
1. Customer shape & size data can now aid brand’s buying & selling decisions
2. 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 collections
to cater for clusters of different shapes?
Do we need to change the fit profile by
size to accommodate different shapes?
18. 18
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
21. 21
Simple photography process
<£10 to digitise
each garment
Only one sample
size required
< 5 minutes per
garment
Up to 40
garments
per hour
Can integrate
with existing
photography
processes
Only requires
8m by 3m in
space
Does not require
professional
photographers
22. 22
• 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
23. 23
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
24. 24
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%
25. 25
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
27. 27
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
28. 28
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)
29. 29
Shape by size
0% 25% 50% 75% 100%
16
14
12
10
8
6
Size
Segment breakdown by size
More 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
30. 30
Mobile phone solution can be developed
according to partner’s needs
• Email marketing
• M-site
• Responsive design
Smartphone requirements
dependent on partner needs:
31. 31
JIM DOWNING | CTO
Jim has worked in roles and sectors spanning from consulting on financial
services application performance to architecting academic software to working on
information standards development. He joined Metail from the University of
Cambridge where he ran a portfolio of R&D projects, including the Microsoft
OREChem project. His undergraduate degree in Engineering is from Peterhouse
College, Cambridge.
TOM ADEYOOLA | CEO & Founder
Tom Adeyoola, Metail CEO and Founder, led the gaming products division at
Inspired Gaming Group. Tom’s career has spanned ten years in various senior
strategy and product development roles from Sportal to 3. His undergraduate
degree 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 to
open Q1 2014
£5.4 million
invested
to date
KELVIN AU | Managing Director, Asia
Kelvin has been involved in the technology industry for over a decade. Prior to
Metail, he was a venture investor at DFJ Esprit, one of Europe’s largest technology
VC funds focusing on the internet, software and mobile sectors. Kelvin also
worked at Credit Suisse, HSBC and IBM. Kelvin holds a first class Master's degree
in Computer Science from Imperial College London.
SARAH WALTER | Chief Creative Officer
Sarah has responsibility for building Metail’s consumer marketing operation,
branding and PR. She is extremely experienced in the fashion industry having
previously 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
