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Staying True With Data-Driven Personalization

With demand for online personalization up nearly 123 percent since March, according to data from True Fit, the solution provider has added 2.8 million members to its database over the Thanksgiving shopping weekend. Although each retailer has experienced slightly different disruptions, it remains that a push towards digital become necessary to reach the consumer this year. No one knows this better than True Fit, who reported a 702 percent increase for the total number of U.S. online fashion orders during November, in its data analyses from 17,000 retail brands and 180 million members. Here, Jessica Murphy, cofounder and chief customer officer at True Fit, talks to WWD about navigating shifting consumer behaviors, the new needs of today’s retailers, and working with Boden to implement True Confidence. Jessica Murphy, cofounder and chief customer officer at True Fit.  Courtesy Image. WWD: From your perspective, how has consumer behavior in retail changed in the pandemic?   Jessica Murphy: The shift towards digital in fashion — and across retail generally — was already happening before the coronavirus, but there is little doubt the pandemic has accelerated this trend. At the same time, the consumer has become the disruptor, dictating the digital experience in exchange for loyalty and word-of-mouth marketing. The demand

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