Retailers shift their ad spending from TV, radio and print ads to digital ads.
Lucy.com, the online women's athletic wear retailer, got some ideas for how to improve its web site from customer service calls. The idea to include Body Type Solutions for its new web design, which launched Aug. 1, was suggested by many customers who called asking about how certain items on the site would fit their body type. Kamiko Matsudo, fit specialist at lucy.com who puts the clothing boutiques together for online presentation, says understanding how the customers want clothes to fit is an important part of Lucy.com's strategy for selling online. "Determining how to flatter someone's shape is the key," she says. Having clothes that fit best for different body types is like having "the little voice that you'd have in the fitting room that tells you if an item fits the way you want it to."