Psyche, the Middlesbrough-based designer store, has reduced its online returns by around 50% after becoming the first retailer in the world to trial new sizing software.

The cutting-edge solution, SizeWhiz eliminates online clothing size confusion by replacing complicated size charts with a consumer friendly interactive tool. Psyche customers can now enter a few simple measurements relevant to the garment being viewed and receive a size recommendation that is the best match for them.

Customers only need to create their SizeWhiz profile once in two quick and simple steps: First, they enter a few body measurements and then they complete their profile with an email address and password. In addition, customers can create multiple profiles under one user to ensure the best fit when shopping for family.

SizeWhiz is changing the way consumers shop online. Created early in 2015 following the acquisition of big data, complex algorithms and the results of nine years of extensive research in size recommendation tools, SizeWhiz has developed the most accurate and innovative clothing size recommendation tool available to online shopping sites.

Consumer analysts, Savvy Marketing compiled figures for BBC Radio 4’s “You and Yours” programme earlier this year, which found 56% of all people questioned, who bought any type of clothing online in the six months up to May 2016, had sent one or more items back. The figure was higher for women’s clothes. Researchers who questioned more than 1,000 online shoppers found women’s clothing had been returned by 63% of them.

Steve Cochrane, owner of Psyche, said: “SizeWhiz represents a significant investment but it is one that will enable us to give our online customers the confidence that whatever designer brand they buy the garment will be a good fit.

“It is a fact that designers size their clothing differently and this will help to eliminate the disappointment of badly fitting purchases that have to be returned. Our returns have halved since we have introduced SizeWhiz, reducing our environmental footprint and creating satisfied customers.

“Our online sales are growing and the SizeWhiz assistant takes the experience of online shopping to another level, it is so important that online customers receive the same exceptional service as those who visit our stores.”

Alexandra Duke, UK Sales Director at SizeWhiz, said: “We are delighted with the results achieved by Psyche. Their willingness to adopt new technologies has paid off and sets them ahead in their field.”