Biba sees conversion rate, revenue increase with AstraFit technology

Biba has reported a five percent increase in revenue and tripled conversion rates in the first two months of integrating the online fitting room service AstraFit.

Biba has reported increased sales online through implementing AstraFit sizing technology - Biba- Facebook

"AstraFit users at Biba tripled Biba's conversion rate, boosting revenue by 5% within the first two months of integration,” said Nikita Dobrynin, the CEO and co-founder of AstraFit in a press release.

“Time spent on the website and pages viewed per visit increased by 266% and 136% respectively."

Gaurav Kumar Gupta, the product manager at Biba, also commented on the partnership in a press release and said: “We are truly delighted to be the first Indian fashion brand to integrate this virtual dressing room on our website."

AstraFit is a virtual dressing room platform where online shoppers can virtually “try on” garments. The technology aims to reduce online returns due to sizing mistakes and builds a 2D virtual body model of the customer to determine which size and length of garment they need. The tool recommends sizes and details the fit and elasticity of fabric to show customers how the garment will fit their different body parts based on measurements and shape.

"Biba is a renowned Indian fashion brand,” said Dobrynin. “We are extremely happy with the results and are eagerly waiting to implement a full-scale data integration over the next few months."

Biba is one of a number of online fashion retailers that are adding more technological features to augment customer satisfaction. AstraFit, which was founded in 2012, is one of a number of businesses innovating online retail technologies.

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