Chapter 2: 2013

The Mayan calendar might have ended on December 21st 2012, but here at Metail it feels like things have just begun.

We ended a fantastic 2012 with a frenetic period of commercial launches, starting with our great partners Tesco at the end of September, Warehouse in October and then in November, Shop Direct (Very) and Zalando Germany, which also gave us our first international launch.  We continue to show significant positive upside, especially under a pure A/B test which avoids all sorts of potential selection bias and potential ‘creaming off the top’ issues.  Retailers are gradually becoming better at understanding data and in particular adopting A/B approaches in evaluating whether initiatives have succeeded or failed.  I strongly encourage all businesses to become datavores, to steal a term from a report commissioned by NESTA, which you can read here:

It didn’t stop there though as we then went on to launch our first media collaboration with ITV’s This Morning Show, introducing a new interactive segment called ‘Take Over the Makeover’.  It was a big success generating almost 10 times the number of look submissions that ITV were expecting during the show and was a feather in our cap in being able to cope with Live TV and the concurrent server load.

Here are the clips from the show on Youtube:

Metail – Take Over the Makeover – This Morning 1

Metail – Take Over the Makeover – This Morning 2

Metail – Take Over the Makeover – This Morning 3

ITV and the This Morning team really brought the product to life in a way that exceeded our expectations and we look forward to continuing to work with them.  Watch this space!

So what does 2013 hold for Metail?  This is our growth transition year and we have big plans.  Our next international partner launches at the end of the month and we will be growing our garment volume and coverage with our existing partners significantly.  We will also be bringing several new partners into the fold from our exciting pipeline.

In addition you can expect a lot from product this year as we improve all aspects, from size recommendation to mobile compatibility to visualization.  And we have outfitting coming very soon too.

We might be at the beginning of a very exciting journey, but this is chapter 2.

We look forward to your support and feedback in 2013 to help us improve and accelerate!

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