NIKE FIT: measure your feet to buy online
The system uses a proprietary combination of computational vision, data science, machine learning, artificial intelligence and recommendation algorithms.
The application has the ability to recommend the right size for each shoe model to the buyer. For example, shoe size may vary depending on the model, shape and use. In this case, the application suggests the appropriate number of footwear for each user's size. In that sense, NIKE experts say that a running shoe works best when it is a little more tight, while a sports shoe is designed to have more space for daily use.
With this tool the most common problems of online shopping (e-commerce) are solved, saving shipments, returns and costs.
To use the application, the user must rest his feet on the floor with his heel against the wall, perform the calibration process and scan the feet, and in a couple of seconds he will get the correct reading of his measurements. Even the system takes into account if there is a difference in sizes between one foot and another.
With this innovation, NIKE expects to increase direct sales to the consumer and rely less on wholesale revenues, thereby obtaining better control over brand positioning, prices and, of course, valuable customer data. These will serve not only to use in your next marketing strategies, but can improve the customer experience in the future, either in physical stores or through its website.
Michael Martin, global head of digital products at NIKE said that “at least of the organic data we have seen, in the first tests, NIKE FIT has been one of our strongest value services that we have been able to provide to our brand members "
The new application is available from July 2019 for the North American market, and since August in Europe.
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