Perfect Pairing

Brands and institutions help consumers find their ideal products

To make searching for the perfect product as entertaining as swiping left or right to find the perfect love connection, several brands and companies are using matchmaking techniques typically found in dating apps. Such services help users narrow down their choices, which can often be overwhelming. At the same time, they boost customer satisfaction by matching shoppers with products they’re likely to love.


Coinciding with its “How do you wear yours?” campaign, G-Star introduced a Tinder-esque service to help young people find their perfect match—that is, with a pair of jeans. After indicating whether they are searching for men’s or women’s jeans, users click on an “X” (on the left) or a heart (on the right) to indicate if they like the style displayed in an image. When they have clicked enough for G-Star to get a sense of their preferences, they are shown a suggested pair of jeans, which they can like or reject. Magically, when they like a style, they receive a message announcing the match with a link to buy.


Sometimes, one’s match depends on one’s mood. The Tea Matchmaker from David’s Tea asks thirsty users a series of questions to connect them with the perfect brew, starting with their mood. Next, they indicate a flavor profile—which includes options such as traditional, floral, and earthy—or they can choose to be surprised. Finally, they select the level of energy boost they are seeking, from zero, which contains no caffeine, to “S” for stimulant, which contains the highest level of wake-up power. After indicating their preferences, they are presented with a handful of tea options, along with prices, that meet their exact specifications.


University of Salford is connecting undergraduate students in the UK with academic courses using tactics similar to those employed by dating apps. The app first asks students their name, subject areas of interest, and UCAS tariff points. They then like or reject possible classes based on introductory profiles that include a few facts about why a student should consider taking them. Afterwards, they can view their matches to receive more information about each course, including fees and where course graduates have found employment. If they like what they see, they can reserve a spot at an open day to learn more or call the university directly.