TOAST wanted to drive online growth by removing the barriers that prevent customers from shopping the brand online. For first-time shoppers, the key barriers to purchasing online include size and fit uncertainty, not yet knowing the quality and feel of the product, and the reluctance to commit to higher price points without trying pieces on first.
TOAST launched Harper Try, bringing the fitting room online by allowing customers to try a selection of items at home without having to commit to purchasing before they've tried. Unwanted items are returned within five days, ensuring stock is quickly replenished and resold in season at full price.
The service has turned browsers into buyers, overindexing in first-time customers, whilst helping TOAST sell higher-priced categories online. Returns are restocked faster, keeping stock in circulation and protecting full-price sell-through.
The service overindexes in fit-critical and high-value categories. These are typically the hardest categories to sell online, where customers need to experience the fit, fabric and quality before committing to a purchase.
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Rosie McKissock, Brand Director, TOAST
Which benefits of the service did you value most?
It's like having the fitting room at home. Easy returns, only paying for items that are right for me.
No obligation to buy before trying, particularly attractive for high cost items. Ease of return.
Being able to try good quality items before committing to the price.
*Customer responses to NPS survey