Photo: Santoni, Footwearnews.com
Santoni expands personalization services
In an era of accelerating digitalization and the application of AI in all areas, simple human interaction in customer service is becoming a luxury experience. This is precisely how the Italian luxury shoe brand Santoni is delivering this experience by expanding personalization services in its flagship stores.
Santoni is launching a new customer engagement program in an exclusive article by Footwearnews.com.
The "One of One" program offers customers the opportunity to create their own shoes from start to finish. Several levels of customization are available, from creating truly exclusive shoes to in-store customization.
At the highest level, “One of a Kind,” begins with a one-on-one consultation with a custom order manager and master artisan, during which eight precise foot measurements are recorded, including length, width, sole circumference, instep circumference, shaft circumference, heel measurement, ankle profile, and ankle height.
The "One Yours" level offers 10 custom-made shoe styles for men and women made from signature leathers, including Origine—the highest-quality genuine calfleather; Seta—a lightweight suede with a silky texture; and Ultratouch—an ultra-fine calfleather with exceptional softness. In total, customers can choose from over 130 material and color combinations.
The One Yours process takes approximately 12 weeks from start to finish and costs 30% more than the retail price of the base model.
"One Live" is an in-store personalization experience that offers customers the opportunity to add initials to small leather goods in just 15 minutes or transform Carlo and Carla loafers with a set of interchangeable tassels—nine for men and nine for women. Throughout the year, additional collections specifically curated for these purposes will expand the range of interchangeable elements, the company noted.
"One Forever" is Santoni's shoe care service, designed to preserve each pair season after season. This level of service includes polishing and replacement of worn soles.
According to the brand's founder, Giuseppe Santoni, today, more than ever, luxury-minded customers seek personal, memorable experiences. "One of One" is the answer to this desire—"a program that celebrates individuality while paying homage to the craftsmanship and human connection that have always defined Santoni."
"One of One" is part of the brand's strategy to engage with customers across all physical and digital touchpoints.
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