Rieker
Not all new services are equally effective.
29.07.2015 11247

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 ...
5
1
Please rate the article
Euro Shoes Exhibition

Materials on the topic

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 2078

User generated content as a way to promote and increase sales

The topic of filling a commercial profile, it would seem, has already been studied far and wide. At the same time, there are a lot of faceless, similar and boring accounts in the online space. Accidentally getting on such pages, you quickly flip through them, and if suddenly and ...
12.05.2021 2778

How is changing the content of the fashion brand in social networks

In this article, we will not talk about obvious things: a turn on online sales, cost reduction, support for staff and ourselves. A lot has already been written about this, and every second article continues to be published. Expert SR Elena Vinogradova ...
19.06.2020 9338

Rich color, flora, eco style and abstraction. Four main trends in this year's window dressing

The summer season 2020 in the design of shop-windows of fashion stores will be held under the sign of brightness, abstract and floral motifs. Laconicism, environmental friendliness, a conscious attitude to nature, its biodiversity and the resources of the planet, as before, remain in the trend ...
09.06.2020 8920

How to create a meaningful shoe brand

Deborah Cianciotta is one of the most respected, respected experts in the shoe world. Marketing consultant, training guru, product branding specialist, she co-founded American ...
05.11.2019 9125
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning