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Retailers offer new tools to help shoppers find the perfect fit

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Stores watching take a larger share of clothing sales are trying to solve one of the most vexing issues for online shoppers: Finding items that fit properly.

Retailers offer new tools to help shoppers find the perfect fit
Amazon, which some analysts say would surpass Macy's this year as the largest US clothing seller, is offering some customers an Alexa-powered device that doubles as a selfie- stick machine and a stylist

According to a PTI report: The retailers are unleashing tools that use artificial intelligence to replicate the help a salesperson at a store might offer, calculate a shopper’s most likely body shape, or use 3D models for a virtual fitting room try-on.

Amazon, which some analysts say would surpass Macy’s this year as the largest US clothing seller, is offering some customers an Alexa-powered device that doubles as a selfie- stick machine and a stylist.

Retailers want to reduce the rate of online returns, which can be up to 40 per cent, and thus make customers happier, and more likely to be repeat shoppers.