Shoppers don't think in channels anymore. They browse on mobile during their commute, compare options on desktop at lunch, check reviews on social media, and sometimes still visit stores to see products in person. To them, it's all one experience.
For retailers, this creates a challenge. 73% of shoppers engage with multiple channels during their buying journey, using an average of six touchpoints before making a purchase. Yet most brands still treat each channel as a separate silo, with disconnected data, inconsistent messaging, and fragmented customer experiences.
The numbers reveal the stakes. Omnichannel strategies boost customer retention by 89% and can increase purchase rates by 287% compared to single-channel campaigns. Omnichannel shoppers have 30% higher lifetime value than single-channel shoppers. Companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers.
But there's a critical gap in most omnichannel strategies: fit.
Modern shopping journeys are complex. In 2025, 83% of customers research products online first before visiting a store. Meanwhile, 72% of shoppers use their smartphones to compare prices or read reviews while standing on the sales floor.
The data shows that customers now use an average of nine different channels to engage with a single company. They expect seamless transitions between mobile apps, websites, social media, physical stores, and customer service. 81% of brands say the customer experience would be better if they could consolidate all conversations into one system of record.
Yet when it comes to fit and sizing, most brands force customers to start from scratch at every touchpoint.
A shopper might spend time on mobile answering sizing questions, only to have that information disappear when they switch to a desktop. They might get a size recommendation online, then find completely different guidance when they visit a store. Their purchase history and fit preferences don't follow them across channels.
This disconnect creates friction at the moment that matters most: the purchase decision.
Imagine a different experience. A shopper opens your mobile app while commuting. They answer a few quick questions about their body and fit preferences. That data creates a profile that travels with them.
When they browse on their laptop at lunch, your site already knows their measurements and preferences. Product pages show personalized size recommendations. They add items to the cart with confidence.
Later, they visit your store. An associate pulls up their profile on a tablet. Together, they review items from the online cart. The associate can see fit recommendations and suggest complementary pieces that will work with their proportions. The shopper tries on items, and the associate updates notes on which styles worked and which didn't.
That feedback improves future recommendations. The next time they shop online, mobile, or in-store, the experience gets smarter. Fit becomes a thread that connects every interaction, making each channel more valuable because it learns from all the others.
This is what fit intelligence enables. Body data becomes the connective tissue that unifies the omnichannel experience.
Mobile accounts for 81% of fashion ecommerce traffic. Discovery happens here. Wishlists grow here. And increasingly, purchases occur here.
But mobile presents unique fit challenges. Small screens make size charts hard to navigate. Shoppers are often browsing in micro-moments (waiting in line, on the subway, between meetings) when they don't have time for lengthy sizing processes.
Research shows that when sizing tools require too many questions, customers don't trust the results. But if the process is too quick, they feel the recommendation lacks accuracy. The balance matters.
Fit solutions designed for mobile needs to be fast, intuitive, and smart enough to make accurate recommendations with minimal input. More importantly, it needs to save that data so customers never have to answer the same questions twice.
When fit works on mobile, it does more than drive mobile conversions. It creates a foundation for every other channel.
Physical stores still matter. 61% of modern shoppers place a high value on the in-store experience, citing the ability to test products, compare options, and enjoy the overall atmosphere.
Retail strategy experts note that stores are evolving into dynamic hubs that amplify brand value across diverse sales channels. Stores provide unique advice and experiences that customers cannot find online, enriching their shopping journey and deepening brand loyalty.
But this transformation requires store associates to do more than ring up sales. 69% of retailers regard real-time clienteling technology as indispensable, enabling associates to deliver personalized experiences.
The store experience feeds back into the digital experience. Notes from in-store visits improve online recommendations. Purchases made in person inform future mobile browsing. The channels strengthen each other.
Desktop remains important for considered purchases and deeper research. Shoppers use larger screens to compare options, read reviews thoroughly, and make significant buying decisions.
This is where fit technology can shine. Desktop interfaces support richer visualization, more detailed comparisons, and comprehensive fit guidance. Shoppers have time and attention to explore how different styles, fabrics, and brands will work for their body.
But only if the data is already there.
When customers have to start the sizing process from scratch on a desktop after already engaging on mobile or in-store, friction increases. They question why the brand doesn't remember them. The experience feels disconnected rather than seamless.
Unified fit intelligence solves this. The desktop experience leverages data gathered across all touchpoints to provide confident, accurate recommendations the moment customers arrive.
Building a true omnichannel fit experience requires more than just having sizing tools on different channels. It requires a body data infrastructure that works across all of them.
Bold Metrics enables this through AI-driven body data that creates a unified customer profile. A few simple inputs (height, weight, age, and fit preferences) generate accurate body measurements that work across any channel.
That data integrates with e-commerce platforms, mobile apps, and in-store systems. It travels with the customer, improving with each interaction and providing consistent guidance wherever they shop.
Mizzen+Main demonstrates how personalized fit technology drives engagement and revenue. The performance apparel brand, known for combining athletic fabrics with modern silhouettes, wanted to ensure customers could shop confidently across their various shirt styles and fits.
In partnership with Bold Metrics, Mizzen+Main launched the Shirt Finder, a simple, personalized quiz that gathers a few key details from shoppers to recommend the best size.
Mizzen+Main Shirt Finder Results:
By leveraging AI-driven body data and creating digital twins for shoppers, the Shirt Finder ensures that every recommendation is highly accurate. More importantly, this data can follow customers across all touchpoints, whether they're browsing on mobile, researching on desktop, or eventually visiting a store.
These improvements don't come from better marketing or deeper discounts. They come from removing uncertainty at every touchpoint of the customer journey.
Most discussions about fit technology focus on reducing returns. That's important. 85% of apparel brands and retailers either currently use or plan to implement sizing solutions, and 80% of those with size-recommendation solutions report increased conversion.
But fit data unlocks strategic value beyond operational efficiency.
Product Development: By understanding your customers' actual body proportions across all channels, you can design products that fit them better from the start. Fit data reveals which size ranges are underserved, which proportions cause the most returns, and which styles resonate with different body types.
Inventory Optimization: Body data helps predict which sizes to stock in which channels. Stores can carry inventory that matches the local customer base. Online warehouses can optimize size runs based on actual demand rather than industry averages.
Customer Lifetime Value: Omnichannel customers shop 1.7 times more than single-channel shoppers. When fit intelligence connects all those touchpoints, customer satisfaction increases, returns decrease, and lifetime value grows.
Building a true omnichannel experience feels overwhelming. There are systems to integrate, data to unify, processes to align, and teams to coordinate.
But you don't have to solve everything at once.
Start with fit. Make body data the first thing you unify across channels. When a customer engages with your brand anywhere, capture their fit preferences and measurements. Make that data accessible everywhere they shop.
The rest of the omnichannel experience gets easier from there. Marketing personalization becomes more relevant. Customer service conversations become more productive. Inventory decisions become more informed. Returns decrease naturally.
Fit is the missing link because it's the one thing that matters at every touchpoint in the customer journey. Get it right, and suddenly all your channels work together rather than compete with each other.