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Co-Founder and CEO, True&Co.
True&Co. is an online lingerie shop where customers can take a quiz and then instantly browse a personalized selection of items that will fit them best. Over 5 million shoppers have completed the quiz, generating 130 million data points about True&Co.’s customer base, says co-founder and CEO Michelle Lam. eMarketer’s Tricia Carr spoke with Lam about what makes the company’s customers willing to share personal preferences—and what they expect from the site in return.
eMarketer: Is customer data at the center of the True&Co. experience?
Michelle Lam: We built our system based on customer fit records from the very beginning. Women volunteer information about their bodies, their preferences and who they are [through our quiz]. That’s information even the most advanced fitting technologies won’t be able to tell you.
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