Nine West Guarantees Custom-fit E-mails

Binford cites additional results for the company’s Easy Spirit brand, which utilizes the “Perfect Fit” program. Here’s how it works: Based on the shoe size and width a customer previously bought, the program anticipates which sizes and styles that customer may want to buy in the future. The program enables Nine West to send that customer an e-mail promotion based on those preferences. The plan seems to be working: A recent e-mail promoting hard-to-find shoe styles in double-widths yielded conversion rates four times greater than those for customers who didn’t get the offer.