Fleet Feet
TECHNOLOGY

Athletic footwear retailer gets more personal with store shoppers

BY Marianne Wilson

Fleet Feet is making its in-store shopping experience more customized.

The retailer is launching two new proprietary programs to further enhance and personalize the customer experience — “Fit Engine” and “User Profiles.”

The programs work in conjunction with Fleet Feet’s 3D foot-scanning technology (“fit id”) which it launched nationwide in 2017. The technology outputs measurements that store associates use to better personalize solutions for customers based on their individual needs.

Using the data collected from fit id, Fit Engine reflects the most commonly selected shoe size and width based on the purchase decisions of other customers with similar foot shapes and measurements. The purchase decisions display on a bell curve, so the store associate can showcase and display the full range of outcomes from most to least common for customers based on their foot size and shape.

“There’s power in data, which Fit Engine provides to our store outfitters to help the customer make an informed choice,” says Victor Ornelas, director of brand management and the project manager for fit id for Fleet Feet. “Coupled with the new User Profiles feature, which both tracks how a customer’s feet evolve and records answers pertaining to their running habits and goals, these additions allow for more personalized product recommendations from the store outfitter to best equip customers on their individual running journeys.”

With customers now able to receive personalized data to their email within seconds, the innovations further showcase Fleet Feet’s focus on the digitally connected consumer, and are projected to propel the company’s growth considerably, according to the retailer. So far in 2018, the brand has shown positive increases in year-to-date same-store sales, ticket count, and overall growth.

Fleet Feet has plans to take customization to the next level by working with vendor partners to offer 3D-printed products, such as insoles and footwear. It is also preparing for customized product lines based on fit id data and feedback from the company’s franchisees and customers. The Ikoni, launching exclusively at Fleet Feet in September from the Finnish running brand Karhu, features a shoe last informed by the foot measurements of over 100,000 customers scanned with fit id.

Founded in 1976, Fleet Feet is the largest franchisor of locally-owned and operated running stores with 177 locations in 37 states and a national headquarters in Carrboro, North Carolina.

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