Founded in 2011 by the Parisian designer Alexandre Mattiussi, AMI offers a stylish and comprehensive wardrobe that blurs the boundaries between both casual and chic. AMI has six boutiques across Paris, Tokyo, London, and Hong Kong as well as over 300 points of sale worldwide. As part of its international expansion, AMI launched its online shop amiparis.com in 2013. Aïchetou Koné is the E-commerce manager at AMI Paris, who shapes AMI’s digital strategy and oversees e-commerce development of the brand.
Being a fast-growing brand and focusing intensely on international expansion, it was a priority for AMI to address a high return rate from their online sales. The majority of returns were done by customers being new to the brand, its collections and sizes.
E-commerce team of AMI was focused on reducing the overall return rate from their online sales.
Easysize was first launched on AMIPARIS.COM in November 2016 on both, English and French versions of the website. Easysize helped address the high return rate by providing the right size recommendations. It’s been especially effective for shoppers who were hesitant about their sizes, or were likely to purchase the wrong size - for example, first-time shoppers, international visitors, or shoppers with a known history of high returns etc. This targeted approach helped educate shoppers, who were at risk of buying the wrong size and were otherwise likely to return orders. It’s been especially valuable for international shoppers.
By adopting Easysize solution, AMI was able to lower its return rate by 44% for orders when Easysize was used. In addition: An estimated 7% of returns were prevented. Overall ROI (return on investment) of 200% was achieved. AMI has been using Easysize solution since November 2016, and has maintained lowered returns rate.
CASE STUDY: AMIPARIS