Running specialty retailer Fleet Feet on Tuesday announced the launch of two new proprietary programs to further enhance and personalize the customer experience—Fit Engine and User Profiles.
The programs work in conjunction with Fit ID 3D foot scanning technology that Fleet Feet launched nationwide in 2017. Fit ID outputs measurements that store outfitters use to better personalize solutions for customers based on their individual needs.
“Fleet Feet is all about inspiring and empowering our customers, and with every update we make to the brand, we keep our customers’ needs in mind,” said Joey Pointer, president and CEO of Fleet Feet. “The changes we’ve made to our customer experience will continue to evolve and accelerate our growth. By elevating the experience for our customers, while continuing to foster a sense of community among owners, employees and every person who walks through our doors, we will fulfill our bold vision of what a powerful force a specialty retail store can be.”
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 outfitter 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,” said 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, these new innovations further showcase Fleet Feet’s focus on the digitally connected consumer and are projected to propel the company’s growth considerably. This year alone, the brand has shown positive increases in year-to-date same-store sales, ticket count and overall growth, putting it on pace to achieve its largest revenue number in company history.
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. Fleet Feet 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.
Fleet Feet currently stands at 177 locations in 37 states, and has an e-commerce platform at fleetfeet.com that fulfills customer orders from the local inventory of its franchises.
Photo courtesy Fleet Feet
