187 – Nadia Boujarwah of Dia&Co – Sizing Up Personalized Commerce

Personalized Ecommerce for plus sizes…

Nadia Boujarwah, Cofounder/CEO of Dia&Co, a leading digital first retailer dedicated to serving women size 14 and higher (bio), joins Pavan Bahl, Rob Sanchez, and Marc Raco on location in Las Vegas for Shoptalk 2017. This episode is powered by Olapic.

A personal journey inspires a company, a largely-ignored majority, and social media impact

Boujarwah discusses how women share info about likes, dislikes, and more in their style journey and how they can be helpful, match them with a human stylist who shops from the merchandise inventory, provides it to the customer to try on in their own home, giving them space and the merchandise to have fun with fashion. How Boujarwah was inspired by her own journey and issues with fit, and how she identifies as personally quite fashionable. The plus-size segment is widely covered but not addressed enough, the timing is now right, the segment is underserved, and the impact of social media on awareness and action for the segment.

Keeping it human, a jaw-dropping statistic, and adding chat

The impression and reception from retailers and customers of Dia&Co, and how having a human on the other side that can be an actual relationship has been at the core of what customers appreciate. The surprising statistic that 70% of American women wear size 14 and above, while few retailers segment for this. Becoming more outspoken about inclusion and diversity. How Dia&Co gets brands interested in being on the platform, developing the technology as the team thought through the problem of a woman without a physical location, inviting customers to join the team as employees as stylists across the country, and Zendesk for the chat side.

Fit data, dependable results, and un-American realities

Tending to focus on micro-moments of personalization, looking at data and collecting photographic, text and everything a customer shares which comes to the same place, how the Dia&Co team aggregates and consumes enormous amount of data on fit, being able to recommend a fit that is right, and the offer of free size exchanges, which is needed earlier in customer journey. Off the Grid Questions cover growing up in Kuwait, talking about concern and true sense that travel ban and immigration changes are un-American, searching for the best cup of coffee in every city, the power of kindness, and how fairness is not a requirement for success.


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