Hanes Australasia wanted to understand how fitting room engagement influenced both customer experience and spend. The fit experience was already a core commercial and service capability in the customer journey, and the business asked for a clear way to measure how consistently that experience was being delivered across stores. Analysis showed that this moment had one of the strongest links to higher average transaction value. Customers who received proactive fitting room assistance spent more per transaction, and when staff suggested additional items during the interaction, ATV increased. While the quality of service inside the fitting room was consistently strong, not every store was equally effective at getting customers into fitting rooms in the first place. The biggest variation across the network came down to how consistently teams offered support and managed size availability, particularly in higher-traffic environments.