While many consumers prefer to shop online, brick-and-mortar remains the retail powerhouse, accounting for a staggering 81.6 percent of all U.S. retail sales according to Capital One. That’s in part due to something that cannot be replicated online: premium customer service, where your shopping trip can become a personalized, guided experience. By integrating fit technology into stores, retailers are further capitalizing on this advantage to deliver a superior, data-driven shopping experience.

An Aetrex case study

Among providers of fit technology, Aetrex, a provider of foot scanning and data-driven designed orthotics, offers a suite of 3D scanners that capture precise measurements and evaluate pressure points to identify the unique characteristics of every foot. Its FitAI program implements artificial intelligence to further leverage its foot scanning technology, offering tailored product recommendations, all based on an individual’s foot scan. To ensure the perfect match, the system displays a fit score ranging from poor to excellent, guiding customers toward the ideal shoe or orthotic insert.

Retail partners, including ASICS, Fit2Run and DSW, have reported using FitAI to help their customers achieve the perfect fit, receiving an average customer engagement rate of 45 to 60 percent, demonstrating the growing demand for such tools. 

“FitAI enhances our store’s premium, end-to-end fit experience,” says Fit2Run chief operating and customer officer John Wompey. “The program extends beyond the store. Its accuracy and ease of use drive customer loyalty – shoppers are five times more likely to return for a new purchase – while seamlessly integrating the in-store and online journey for a smooth, streamlined, elevated shopping experience.”

As retailers across specialties explore fit tech options suitable for them, it’s no secret that the running industry has much to gain from its use. With avid runners regularly replacing their shoes multiple times a year, these technologies can be critical to ensure that runners are getting the right fit to enhance their performance and minimize injuries. 

The retail benefits

The benefits to run specialty retailers are obvious.

1. Empower sales associates 

Stores with leaner staffing face greater challenges in delivering individual or high-quality service. Fit technology can equip associates with data-driven insights to provide quick, accurate, and personalized product recommendations. By delivering research-backed solutions, this technology scales the expertise of the sales associate to deliver successful individualized services.

2. Increase consumer confidence. 

Fit technology builds consumer confidence by delivering data-driven size and fit recommendations tailored to each individual’s unique foot shape. Rather than a customer relying on the subjective ‘feel’ of a shoe, customers gain insights from millions of similar foot type scans and internal shoe shape data points. This data-backed approach leaves customers feeling smarter about their purchasing decisions and may significantly reduce return rates by getting the fit right on the first try. 

3. Drive customer loyalty

Fit technology drives customer loyalty through a no-hassle, high-confidence shopping experience. Getting the right fit the first time for a new shoe in an interactive, streamlined and knowledgeable setting incentivizes customers to return to the retail location with confidence.

In a market where shoppers are often replacing shoes every three to six months, it’s natural for retailers to turn to technology that can further sharpen their edge over online shopping. By combining in-store data with automated digital marketing, fit technology represents a unified experience that promotes customer loyalty and soon will represent the industry standard.