Online shopping is becoming a necessity rather than a luxury for many consumers as the coronavirus crisis continues to worsen. While some may struggle to buy shoes online due to fit issues, comfort brands also face the problem of communicating a product’s features and benefits through a virtual experience.
Here, brands discuss innovative ways they relay their brand’s message of comfort and technologies online.
Holly Campbell, VP Marketing, Caleres
“Bringing a shoe to life online is essential, so we’ve improved the quality of our photography and added more engaging head-to-toe photos and detailed product copy to show the consumer how they can style their wardrobe. dress. Since Naturalizer is known for its fit, we offer shoppers the True Fit platform that lists every pair to help them quickly and easily select their size with confidence. While we’ve always relied on our customers’ word-of-mouth reviews to grow our business, their sentiments now resonate exponentially in the digital age through shared content. Over the past year, we’ve had tremendous success connecting with new audiences through various digital platforms. »
Shanya Perera, VP of Marketing, Easy Spirit
“Our web business mimics the in-store experience, but uses technology to go beyond. We created Easy Support System, a badge program that makes it easier to shop based on features and benefits. We’ve built a community of women called the comfort zone. Thanks to their commitment and their opinions on Facebook, we strive to respond to their comments. So, this season, we are launching three new collections: Easy Spirit Cushioning System with triple comfort benefits, but also Easy Eco, made with recyclable materials, and Easy Pro, for professionals on the go all day.We are constantly evolving to showcase brand features and benefits, from videos to gifs, which we showcase in advertising, social media and on site.Some of our best-selling styles have thousands of five-star reviews that we feature.
Larry Schwartz, CEO, Aetrex Worldwide
We offer product and technology videos, consumer ratings and reviews, illustrations of our exclusive arch support, and 3D animations of select products. Additionally, we recently launched FitHQ, a section of our Albert foot analysis software, available in-store and online. The program uses artificial intelligence to integrate shoe data and foot measurement data to determine the best shoes for a customer’s foot type and the ideal size to wear in that particular shoe, making it possible to find the right size the first time. Buyers can access [personal] shoe recommendations from computer, tablet, phone or in-store software. »
Andy Jacobs CEO, Stegmann USA
“Our website is an opportunity to explain the nuances of Stegmann regarding fit, materials and foot health. Consumers today have the opportunity to be better informed about brands and products before buying walk into a store, and online exposure allows us to do a lot of legwork before they get in. We post consumer reviews on all items, as well as responses to [consumers’] product questions. There is an FAQ section that we continue to rely on that digs deeper into fit and function as it relates to foot health. For real-time help, we offer online chats, as well as messages via Facebook and Instagram. It helps us engage with [customers] in real time to answer questions and direct them to a nearby dealer when one is available.
Evert Rotteveel, director of Mmarketing, Ecco
“We feature videos explaining how to wear our technology, as well as product pages listing our fit features and benefits. We dedicate consumer emails and display ads for key technologies, share consumer reviews online and with our wholesale partners, and post Instagram content. We also provide extensive product training to our customer service teams to better respond to product inquiries. »
(Editor’s Note: This story originally appeared in the March 16, 2020 print edition of Footwear News.)
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