The fitting room experience is crucial in apparel retail, serving as a pivotal point in the customer’s decision-making process. Unlike e-commerce, which lacks the tactile and immediate feedback elements, the fitting room allows customers to try on garments, assess fit and comfort, and receive personalized assistance. Enhancing this experience can significantly impact sales and customer satisfaction.

Why the Fitting Room Experience Matters

The fitting room is where purchasing decisions are often made. Studies indicate that 67% of shoppers who try on clothes in-store make a purchase, compared to only 10% of those who don’t use the fitting room. This highlights the importance of providing a positive and engaging experience in this space​.

Enhancing the Fitting Room Experience

  1. Comfort and Privacy: Ensuring that fitting rooms are clean, spacious, and well-lit is essential. Comfortable seating, full-length mirrors, and adequate privacy can enhance the overall experience.
  2. Personalized Assistance: Well-trained associates can make a significant difference. Associates should be adept at setting up fitting rooms, engaging customers, suggesting additional items, and closing sales. This personal touch is crucial in building a connection with the customer and enhancing their shopping experience.
  3. Technology Integration: Leveraging technology like the INCITE Customer Engagement Hub can further elevate the fitting room experience. This platform empowers associates with tools to engage customers effectively. They can access real-time product information, showcase complementary items, and provide detailed insights, all from a tablet​​.

The Impact of Trying on Products

Trying on products significantly influences the decision to buy. The tactile experience of feeling the fabric, seeing the fit, and receiving immediate feedback from associates creates an emotional connection that is difficult to replicate online. This connection often translates into higher purchase rates and increased customer satisfaction​.

The Role of Well-Trained Associates

Associates play a critical role in enhancing the fitting room experience. Proper training ensures they can set up fitting rooms efficiently, engage customers with relevant product knowledge, suggest additional items, and close sales effectively. The INCITE platform supports this by providing comprehensive training modules that associates can access on the shop floor, ensuring they are always prepared to deliver exceptional service​​.

Leveraging Technology

The INCITE Customer Engagement Hub enhances customer interactions by providing associates with access to dynamic product information, engaging videos, and other marketing content. This allows them to offer personalized recommendations and create a memorable shopping experience.

  • Interactive Selling Tools: These tools enable associates to tell compelling stories about the products, provide visual demonstrations, and facilitate engaging discussions, enhancing the overall shopping experience​​.
  • Real-time Product Knowledge: Associates can quickly access up-to-date product details, features, and benefits, ensuring they can answer customer questions and guide purchasing decisions effectively​​.
  • Enhanced Customer Engagement: By keeping customers engaged with rich content while associates retrieve additional items, the INCITE platform ensures that the customer remains involved and informed throughout their fitting room experience​.

Key Takeaways

The fitting room experience is a vital component of the clothing retail journey, offering a unique opportunity to engage customers and drive sales. By focusing on comfort, personalized assistance, and integrating advanced technologies like the INCITE Customer Engagement Hub, retailers can significantly enhance this experience. This not only boosts sales but also fosters customer loyalty, setting a strong foundation for continued success in a competitive market.


  1. AlertTech. “Why Fitting Rooms Are Important.” Accessed June 3, 2024.
  2. TimeTrade. “The State of Retail 2018: TimeTrade Survey Reveals Consumer Preferences.” Accessed June 3, 2024.