The company “True&Co” has devised a clever, alternative method of promoting and selling bras online.

The company targets customers who are extremely difficult to fit, or those who are time-sensitive. True&Co’s strategy, with the clever usage of algorithms, is to put a batch of bras into customer custody that will potentially fit, and allowing those customers to return those that don’t, free of charge. While bras are considered “among the most personal items someone can buy” and a necessity traditionally purchased in-store after considerable scrutiny of different alternatives, True&Co’s business model has proven to be very lucrative thus far. The company certainly does not have first mover advantage in terms of selling lingerie online, yet True&Co boasts a healthy conversion rate (two purchases for every five fitted) that other online and offline retailers are envious of. The story can be read at the following link: http://www.nytimes.com/2013/02/24/business/bra-selling-web-site-uses-algorithm-to-determine-fit.html?ref=business&_r=0

I believe True&Co’s success can be attributed to its marketing scheme and its ability to effectively reduce post-purchase dissonance. Its business model is very similar to Zappo’s e-commerce shoe business, another company that has experienced unprecedented success selling traditionally store-bought goods online. The option for consumers to return bras that don’t fit, free of charge, is appealing for time-sensitive women, as well as those who feel uncomfortable shopping in brick and mortar lingerie stores. That opens the companies to an entire new target segment, whom traditionally did not and could not afford time spent in-store picking lingerie. As well, the lenient return policy improves post-purchase dissonance as consumers are assured, in the end, they will have paid for a product that fits perfectly. True&Co’s precise algorithm fitting method has put many smiles on consumers. It turns out math is, after all, applicable in real life.