Not all new services are equally effective.
29.07.2015 13044

Not all new services are equally effective.

Modern buyers are waiting for a personalized service that helps save time and can make the purchase process easier and more convenient. In this business, retailers come to the rescue with new technologies - virtual fitting rooms, tablets, customer recognition systems, mobile applications. So far, Russian shoe retail is generally quite conservative, but some companies are still trying to develop and implement new services, wanting to be progressive and become closer to an advanced customer.

The company "NetKutyur" believe that the sale of shoes in online stores is complicated by the too complex structure of the human foot. As a rule, the buyer needs to bring several models so that at least one fits, although sometimes nothing suits. For the store, such an unsuccessful fitting is a serious expense: delivery, interest on the transaction. To simplify the life of retailers and customers, the company began to develop a virtual shoe fitting room.  

The project is already in the stage of mass testing. “In order to use the service, the user needs to upload the size and volume of his foot, as well as the photo of the foot in“ full face ”and“ profile ”. After that, shoe models selected in the online store are tried on the finished three-dimensional model. With the help of “overlapping” models on each other, the service determines where the shoes can reap, whether it will fit and whether it will be comfortable, ”said Vladimir Abramov, CEO of NetKutur.

The Econika shoe network is experimenting with ready-made new technologies, but also in pilot mode. Not all services are effective. For example, tablets are already a proven and useful tool. “Network stores that have gained experience using tablets give exceptionally positive feedback,” said Irina Zueva, marketing director of the Economy shoe network. - The new technology helps in sales: in case of doubts from the buyer, it allows a different look at the model, in addition, it facilitates the merchandising process, gives the status and prestige to the salon. The possibility of buying tablets in all stores in the network is currently under consideration. It is planned to develop “mobile” tablets over the network, and it is also planned to use the tablets to enter personal data and study electronic cards. ”

But the project for recognizing customer faces in salons has not yet shown high efficiency. According to Irina Zueva, the percentage of correct face recognition is only 50%. The technology is currently not at a high enough level and requires further development.

Today's shoppers are looking for personalized service that saves time and can make shopping easier and more ...
Please rate the article

Materials on the topic

Working with an active audience on Telegram and VKontakte. Mistakes brands make when moving to new local social networks

We already wrote about how to work in the Russian social network “VKontakte” and the Telegram messenger, about the features of these platforms in the 195th issue of the magazine; the expert was digital expert from Fashion Consulting Group Katerina Diveeva. In this issue we…
10.10.2023 4138

Why do we need customer reviews?

Social proof is a psychological phenomenon in which people adopt the actions of others, trying to behave correctly in a given situation. In online sales, “social proof” refers only to those testimonials that…
25.04.2023 4333

How to work in VKontakte and Telegram

If your content was interesting to your target audience in social networks banned in Russia, then it will be interesting to them in other social networks. A social network is just a tool that connects you and your target audience. Fashion brands were sold…
18.10.2022 7424

WhatsApp and Telegram: Business Opportunities

Messengers are one of the key channels of business communication with customers and an integral part of the marketing mix, which works effectively at all stages of the marketing funnel. Also, messengers allow you to comprehensively solve various tasks of brands - ...
14.12.2021 12766

Truth and myths about TikTok. The five most common misconceptions about this unique social network

TikTok has become a striking phenomenon both among B2C users and among business representatives who seek to sell their product to this very audience. And, of course, it instantly became overgrown with myths and speculation! The purpose of this article is to separate the truth from ...
06.07.2021 10613
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning