1
Intro to
Metail
APRIL 2014
Summary of Products and Services
2
Metail - an enabling technology capturing a
new data source: shopper’s body profiles
Your
issue?
3
Metail – positive impact across metrics
Retailers
Increase
conversion
Increase
AOV
Reduced
returns
Engagement
Marketing
...
4
Our product portfolio
MEMODEL
FITTING ROOM
DATA
SERVICES
MARKETING
INITIATIVES
• Fully featured online fitting
room
• Se...
5
Data allows us to further increase net sales and
develop the product
Customers using
visualisation product
Unique data s...
6
See clothes on your
body shape in 360°
Experiment and create
a whole outfit
Personalised size
recommendations
1. 2. 3.
P...
7
Complete Outfitting Solution:
Live on Warehouse or try at Metail.com
THE COMPANION FITTING ROOM
TRY ON & CREATE OUTFITS ...
8
Share your look with friends directly in
the Fitting Room from June
9
Other exciting new features planned for
release over the coming months
• History bar
• Size advice consolidated
with Add...
10
• Parabolic lighting setup
for garments
• New light-cube improving
contrast and saturation
• Improved heads
• Better fi...
11
Product portfolio: Marketing initiatives
THE EDIT THE PRESELL
MEMODEL LOOKBOOKS MEMODEL EMAILS
MARKETING
INITIATIVES
12
The Edit – Fashion personality campaign
• Style advice from
individual with fashion
authority
– Celebrity, fashion
dire...
13
The PreSell – a sneak preview to understand
reaction to new collections
• A sneak preview of new
collections
• Invite V...
14
Brand lookbooks + MeModels – enhance
traditional content through personalisation
ENGAGEMENT
AWARENESS  PURCHASES
PLAY
...
15
MeModel emails – targeted emails making use
of customers body profile
• Use shoppers body profile to send targeted
solu...
16
1. Customer shape & size data can now aid brand’s buying & selling decisions
2. Body shape & outfitting data -> crowd s...
17
YOUR SHOPPING COMPANION
day or night
E V E R Y W H E R E
The vision of Metail
18
TAKE OVER THE MAKEOVER
www.itv.com/thismorning/style-beauty/take-over-the-makeover
• Monthly feature on ITV This Mornin...
19
Contact information
VIKESH SHAH
LEAD BD MANAGER
vikeshs@metail.com
+44 7976 220 115
Skype: vikeshshah85
www.metail.com
20
APPENDIX >>>
21
Simple photography process
<£10 to digitise
each garment
Only one sample
size required
< 5 minutes per
garment
Up to 40...
22
• Only 2 points of tech integration
1. Single 10 line JavaScript snippet to
integrate Fitting Room
2. Analytics integra...
23
Interactive Size Advice
• Based on brand size charts to
minimise setup requirements
• Returns history drives machine
le...
24
Magazine coverage
Main banner on website
Size advice landing page
Prominent CTA
Product launch event
Part of retailer’s...
25
A brief introduction to
Shape based segmentation
Metail has developed a way to
examine customers' shape
normalizing for...
26
Shape segmentation of partner’s customers
Matching
Group
49%
24% 2%
11% 14%
27
Details of the Matching Group
6 8 10 12 14 16
Bust
Waist
Hips
Size and shape of median
customer in segment
Example cust...
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 ...
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 ...
30
Mobile phone solution can be developed
according to partner’s needs
• Email marketing
• M-site
• Responsive design
Smar...
31
JIM DOWNING | CTO
Jim has worked in roles and sectors spanning from consulting on financial
services application perfor...
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Metail & europas supporting document

  1. 1. 1 Intro to Metail APRIL 2014 Summary of Products and Services
  2. 2. 2 Metail - an enabling technology capturing a new data source: shopper’s body profiles Your issue?
  3. 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. 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. 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. 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. 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. 8 Share your look with friends directly in the Fitting Room from June
  9. 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. 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
  11. 11. 11 Product portfolio: Marketing initiatives THE EDIT THE PRESELL MEMODEL LOOKBOOKS MEMODEL EMAILS MARKETING INITIATIVES
  12. 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. 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. 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. 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. 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?
  17. 17. 17 YOUR SHOPPING COMPANION day or night E V E R Y W H E R E The vision of Metail
  18. 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
  19. 19. 19 Contact information VIKESH SHAH LEAD BD MANAGER vikeshs@metail.com +44 7976 220 115 Skype: vikeshshah85 www.metail.com
  20. 20. 20 APPENDIX >>>
  21. 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. 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. 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. 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. 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
  26. 26. 26 Shape segmentation of partner’s customers Matching Group 49% 24% 2% 11% 14%
  27. 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. 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. 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. 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. 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

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