Aussie online tailor adopts 3D body scanner to improve omni-channel strategy

Institchu partners with Australian startup mPort to roll out 3D body scanners to help men find the right suit fit

Australian online tailor, InStitchu, is rolling out 3D body scanners across the country to help men find the perfect suit fit.

The company has partnered with Australian startup, mPort, to give consumers the ability to capture their measurements via the physical 3D machines to order a suit online. Once customers have been to a 3D scanner, they can visit the Institchu site to choose the design and colour of their suit using its digital customisation tools.

The mPort scanner is now operating at World Square shopping centre in Sydney’s CBD, and will also be rolled out to other shopping centres across Australia.

InStitchu co-founder, Robin McGowan, said the new scanners will give those keen to purchase through an online retail platform but uncomfortable taking their own measurements the best of both worlds.

“Although the online measuring tools have been well received, there are still a lot of men out there hesitant about measuring up on their own,” he said. “The 3D body scanning technology from mPort is just what they needed to gain the confidence to purchase tailored suits online.

“Our goal has always been to make quality tailored suits accessible to all men. To achieve this, we’ve relied upon technology and a smart business model.”

Co-founder of InStitchu, James Wakefield, told CMO said the company will gauge the level of success against sales revenue.

"Ultimately, the success of the partnership will be judged by the spike in the number of sales which result from customers who have been scanned by mPort, and of course, the level of positive feedback we get from our customers," he said.

Institchu isn’t the first retailer to look to utilise 3D body scanning technology to help its customers find the right fit.

In 2012, Target Australia announced it was investing $1 million into 3D body scanning technology created by Alvanon Group to help customers find the right size of clothing and reduce product returns.

In the UK, online sizing site, Bodi.Me, also gives consumers the ability to save their physical measurements via 3D body scanners at pop-up events and in-store, which can then be used to shop for the right sizes with their favour brands online.

Scanning technology is also being adopted for health and fitness reasons. At Virginia Tech in the US, the VFit 3D body scanner created on campus is being employed to help track an individual’s fitness and diet progress.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

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