Less than two years after introducing 3D scanning technology into its stores, Fleet Feet said it has scanned its one-millionth pair of feet as part of its exclusive in-store outfitting experience known as fit id.
“The fit id experience is the intersection of both technology and our outfitters’ expertise and passion,” said Joey Pointer, CEO and president of Fleet Feet. “We have over 40 years’ experience outfitting and now with fit id, 3D foot scanning and one million foot scans and counting, we can harness those insights and information in ways that no other retailer in the world can in order to create better outcomes for customers.”
Introduced in June 2017 in collaboration with Fleet Feet’s technology partner Volumental, 3D foot scanning has created a collective and ever-growing data hub of insights regarding aggregate customer foot shape and size, fueling both innovation and enhanced customer personalization of solutions and advice.
Data from the 3D foot scans has allowed Fleet Feet to identify trends and insights that inform better purchasing decisions. Specifically, Fleet Feet found that over the course of 2018, twice as many women as men need a wide shoe; that 40 percent of both men and women have high arches; and that nearly one in five customers scanned have at least a half size difference between their right and left foot lengths. This information has led to changes in purchases, with the brand seeing increases in the sale of insoles and wider shoes across the system since June 2017.
“It’s one thing to be told you have a wide foot; it’s another thing to have a 3D scan of your foot, along with data identifying how much wider your foot shape is compared to the rest of the population, showing you have a wide foot,” said Victor Ornelas, director of brand management for Fleet Feet and project lead for fit id implementation.
“In the case of fit id, ‘seeing is believing,’ and our outfitters, now having the data and the visual aid of the scan, can create a great experience for our customers grounded in both technology and service.”
The customer foot scans taken during the fit id experience also fueled the creation of the first running shoe constructed from the data points of over 100,000 customer foot scans. Done in partnership with Karhu, the 100-year-old Finnish running shoe brand, Fleet Feet debuted the Ikoni in August 2018. This fall, Fleet Feet and Karhu will debut two additional running shoe models also shaped by 3D foot scanning data.
“We ask ourselves one question when it comes to incorporating technology, and that is ‘Will it make the customer experience better?’” said Pointer. “From our 3D scanning technology to the recent introduction of our app, Fleet Feet is using technology in a way that amplifies our strengths to provide best-in-class support for our customers.”
“Now working with Superfeet and Volumental, we will soon incorporate digital gait analysis. This will output additional measurements beyond 3D shape alone, like heel rotation and knee pressure patterns, paving the way for even more personalized product solutions and advice. It’s an exciting time for Fleet Feet and for our customers.”
Fleet Feet currently stands at 177 franchise and company-owned locations in 37 states, and fulfills online orders from the inventory of its local stores at www.fleetfeet.com.