Land's End is taking its body scanning technology on the road, with a tour that is scheduled to hit major US cities throughout the Autumn. The company will be installing the scanners in up to 50 of its malls and stores.

Shoppers will step into the scanning booths, made by Image Twin, and have their measurements taken in seconds by bursts of white light that record 200,000 points of data. The data is then stored on a secure site where it can be accessed to buy clothes from affiliated companies.

According to a recent Forrester survey, 38 per cent of respondents cited sizing as the biggest deterrent to shopping for clothes online.

A Forrester analyst, reckons commercialised body scanning should be a big plus for online shopping. "The inability to try on clothes or feel them is the biggest obstacle for consumers in buying apparel," she said.