The American footwear company, Nike, has developed an app called Nike Fit that uses 3D scanning to recommend ideal shoe size for consumers. The digital foot measuring software is designed to resolve the problem of choosing wrong shoe sizes, as it is said by Nike that 3 out of 5 people are wearing the wrong size shoes.
The app scans your feet with your smartphone’s camera, and collects 13 data points that map foot morphology for both feet in about 15 seconds. Though its less accurate than professional 3D scanners, the accuracy is up to 2mm, as revealed by Nike. The unique foot dimension data can be stored in the consumer’s profile for later purchases, online or in store. Based on the personal foot size data, consumers will be recommended the best fit, and only see the most suitable size for a particular shoe. Different shoes are made for different needs, so the shoe size may vary, but the scanned data will always be a reliable source to select a perfect shoe size. Except for scanning with the app, when shopping in stores, consumers will be helped by sales associates who will do the scanning for them.
According to Nike, conversion rate increased in three testing markets, and returns were down. Nike Fit is also expected to help the company to grow membership base from 150 million people worldwide to 300 million people, which will absolutely boost more sales.
The technology behind Nike Fit is “a proprietary combination of computer vision, data science, machine learning, artificial intelligence and recommendation algorithms”, according to Nike. What makes it possible is for Nike is that it acquired Invertex, a computer-vision firm based in Israel last year. As a developer of 3D computer vision technologies, Invertex had been working on feet scanning solution to make shoe size recommendations for years. Nike Chief Digital Officer, Adam Sussman explained that “The acquisition of Invertex will deepen our bench of digital talent and further our capabilities in computer vision and artificial intelligence as we create the most compelling Nike consumer experience at every touch point”.
Nike Fit will be launched in the U.S. in July. And the company will roll out these features to its app to Europe a month later.