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.
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