Have You Seen This Awesome Zero-party Data Collection Concept by eobuv.sk?
Recently, I visited the newly opened eobuv store in Eurovea, Bratislava. This store stands out from the typical retail experience.
Recently, I visited the newly opened eobuv store in Eurovea, Bratislava. This store stands out from the typical retail experience.
Upon entering, you'll notice an absence of products on display. Instead, the space is furnished with an array of sofas, each accompanied by a touchscreen. Customers can browse through the digital catalog on these screens. Once you find a product that catches your eye, make a selection, and a member of the staff will promptly bring the item to you for a fitting. Below is a photo of the store:
While I have mixed feelings about the overall concept of the store, there's a particularly innovative feature that I believe deserves more prominence than it currently has.
Hidden behind one of the pillars, I discovered the 'safesize' scanner. This scanner performs a detailed analysis of your feet, offering a level of precision that's quite impressive.
To use it, I had to enter my phone number and email address. After standing on the scanner for about 10 seconds, it generated a comprehensive report. For example, I found out that there is a slight asymmetry in my feet, with the left being 0.4 cm longer than the right.
The day after my visit, I was curious to see if eobuv utilized the foot scan data for personalized online experiences.
Indeed, they did. By linking my esize.me (powered by safesize) profile with my eobuv account, I could view my foot scan directly in my customer profile.
This integration had an immediate impact: whenever I browsed a product page, I received personalized size recommendations based on my foot scan data.
For instance, when viewing a pair of Nike shoes, a European size 44.5 was suggested – a size I already own in several Nike pairs.
The recommendation for Adidas was interestingly precise at 44 2/3,…
…while for Vagabond shoes, it advised a size 43.
This approach of gathering zero-party data is not just innovative but also highly user-centric. However, I believe eobuv could further leverage this technology.
Here are a few suggestions for them:
1. Proactively Try to Collect Feet Measurements of Your Customers
I stumbled upon the foot scanner by chance, as it was neither prominently placed nor was I proactively encouraged to use it. I believe actively inviting customers to scan their feet could be a powerful tool for customer engagement. Not only does it enhance the shopping experience, but it also provides valuable data for future interactions, like email and phone numbers.
To maximize this opportunity, I suggest employing a dedicated staff member in-store whose role is to engage with customers and encourage them to use the foot scanner.
2. Personalized Search Results
My experience with the search function highlighted a key area for improvement. When searching for 'Adidas', I was directed to a page where, out of eight recommended products, only one was available in my size. Knowing a customer's size but showing largely irrelevant options seems like a missed opportunity.
Here are two actionable steps for improvement:
Deprioritize products not available in the customer's size.
Add a 'Notify me when available' badge for the products that are not available in my size directly on the collection page.
3. Incorporating Foot Scan Data into Omnichannel Personalization
In a recent post, we explored various strategies for personalizing newsletters. One effective tactic we highlighted was featuring products that match the customer's specific preferences, such as size and favorite color, at the top of the newsletter.
We can use feet scan data for this type of personalization tactic. See the screenshot below:
I'm really curious to hear your thoughts on this innovative concept. Do you find it appealing? Any aspects you particularly like or think could be improved? I would love to hear your opinions and insights. Please share your thoughts in the comments section below. Your input is invaluable!
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