1. The Bra Fitting Algorithm

Source: New York Times

"True&Co's innovation is to put a batch of bras into customers' hands so they can choose what fits best. New customers take a quiz - modeled on the ones in Cosmopolitan magazine that Ms. Lam fondly remembers filling out in high school - to collect the information needed to fit the bra properly. They are then invited to pick three bras in different styles.

True&Co uses an algorithm to pick two additional bras to send out, based on what can be discerned from the customer's choices. So the customer ends up with five bras to try on at home, with no obligation to buy. Most of the company's bras are priced from $45 to $62."

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