Complete the Look

How Complete the Look works

A shopper on a trousers page sees a Complete the Look block with a jacket, shoes and a belt that fit
the item stylistically. The goal is not simply to sell one more product but to help assemble a whole
outfit, which raises both the perceived value of the purchase and the order value.

Unlike a Similar items block, which offers alternatives to the same product, Complete the Look
offers complements — items from other categories that create one coherent style.

Data sources for the algorithm

Manual curation — stylists build looks from catalogue items. High quality, but it does not scale
to a large catalogue.

Content-based matching — the algorithm looks for items with compatible attributes: a matching
colour tone, a style (casual, formal, sport), a season, a price segment.

Behavioural signal — what shoppers with similar taste bought alongside this item. The strongest
signal, but it needs accumulated data.

Placement and mechanics

The standard placement is a block on the product page after the main content, headed Complete the
Look or Style it with.

More advanced variants:

• Look-based shopping — a photograph of the full outfit with clickable products
• In the cart — this would go with your order, when a fashion item is present
• In a popup — offering the rest of the outfit at the moment of adding to cart

Tip: A/B test the Complete the Look widget against a Similar items block in the same slot. In
fashion, Complete the Look usually wins on revenue per visitor, because order values are higher
when several complementary items are added.

Effectiveness metrics

• AOV — the headline metric: did the average order value rise for shoppers who engaged
• Add-to-cart rate — the share of shoppers who added a recommended item to the main one
• Cross-category rate — the share of orders containing an item from another category
• RPV — revenue per visitor, compared between shoppers who engaged with the widget and those who did not