Try Before You Buy
The purpose: Fedoras are difficult to size. You may know your head measurements, but the shape of your head still varies (round, oval, etc.). Fedoras are also difficult to adopt. They are big, bold, and exude confidence.
To combat this, I launched a Virtual Styling program (see results here). While that program ended due to resources, the need to accommodate the desires of new shoppers unfamiliar with the brand did not. From extensive feedback I found (unsurprisingly) that online shoppers were hesitant to buy fedoras online without knowing:
- Their size
- Their style
The strategy: After a pilot Try Before You Buy program revealed shoppers had nothing but good things to say about the concept, we partnered with TryNow to bring it to life. TryNow was the ideal partner due to their ease of integration, hands-on support, and strategic collaboration.
The program offered customers to try up to 3 eligible hats before payment was processed.
- 26% increase in new-to-brand shoppers
- 11% decrease in discounts on orders, with no change to a discounting strategy
- 42% increase in Net AOV