American sports shoe and clothing brand Nike is using the power of artificial intelligence to launch a digital shoe testing tool.
NikeFit is a new scanning technology that uses a combination of proprietary advanced technologies such as computer vision, data science, machine learning, artificial intelligence and recommendation algorithms. By measuring the complete shape of your feet, it can recommend a “perfect fit” for each Nike shoe style.
Nike says that in North America alone, about 60% of people walk around in the wrong size of shoes at any given point, and 500,000 people complain about buying them each year Wrong size shoes. The company adds that length and width don’t provide enough data to get a good fit and comfort.
NikeFit uses a smartphone camera to scan your feet, collect 13 data points in seconds, and map the shape of your feet. The scan can then be stored in the NikePlus membership profile for later use in online and in-store purchases. There’s also guest mode, which allows users to scan the feet of family and friends and then provide “best-fit” recommendations based on specific shoe selections.
“NikeFit is a revolutionary solution and an industry first that uses digital technology to solve the friction problem of customer consumption experience at scale,” the company explained.
In the short term, NikeFit will improve the way Nike designs, manufactures and sells footwear to optimize customized products to meet consumer needs. Achieving a more accurate fit reduces shipping and returns for better performance.
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