News Feature | November 19, 2014

Stride Rite Launches New Sizing App For iPads

Source: Innovative Retail Technologies
Christine Kern

By Christine Kern, contributing writer

New application enables shoe sizing and virtual try on of Stride Rite shoes.

According to the latest  data from Adobe, smartphones and tablets will account for $1.6 billion in sales on Thanksgiving, Black Friday and Cyber Monday combined.

In an effort to tap into those sales, Stride Rite®, has launched a new RiteFit™ app, created to measure children's feet with accuracy and ease, directly from an iPad. The RiteFit™ app is available for free on the iTunes App Store. All you need is an 8.5 x 11 inch piece of paper, your feet, and of course, the app.

Stride Rite collaborated with digital innovation partner MJD to develop this best-in-class solution to measure children's feet, anytime and anywhere.

"Stride Rite fans have told us that getting the same great fit at home as they do in our stores is a must.  As the leader in children's footwear, we know that an accurate fit means both size and width. The RiteFit app gives consumers all of this for free in the comfort of their home," said Kristin Smith, Director, eCommerce in the release.

Using the RiteFit app, simply take a photo of a child's foot while standing on a reference object, such as an 8.5"x11" piece of paper. The app then accurately measures the foot's length and width, allowing parents to determine the correct shoe size. Other unique app features include the ability to track growth via charts, visualize a selection of styles through a "Virtual Try On," and even share milestone and other information through social media. To engage kids, the app also offers "foot doodles," fun art and characters that can be shared socially.

According to AdWeek, Kristin Smith, director of e-commerce for the Boston-based retailer, said her mobile traffic for the brand has increased by 129 percent, with a 200 percent jump in sales during the last 18 months. Digital and social ads will push the app, called Rite Feet and developed by MJD Interactive.

"We've seen a shift among millennial moms to mobile," Smith explained. "So we are building comprehensive strategy, beginning with the apps. And we are starting to look at iBeacons, though when it comes to mobile payments—we're not quite there yet."