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Stride Rite sizes up mobile with foot measuring app

By
November 11, 2014

Screen Shot 2014-11-10 at 1.36.08 PMChildren’s shoe retailer and marketer Stride Rite has launched an iPad application that measures a child’s foot size, helping parents feel more confident about their online purchases.

The RiteFit app works from an iPad so that parents do not have to visit a shoe store to determine the accurate shoe size for their children. The app also lets users virtually try on different shoes as well as purchase directly from StrideRite.com.

“With mobile being so big and sites likes Amazon and all the online retailers, we need to change the way that we think about measuring children’s feet,” said  Kiran Smith, vice president of marketing at Stride Rite Children’s Group. “Moms don’t have time to go into a store to get a child’s foot measured.

“This app allows mom at home to accurately measure a foot and then link automatically to our site and make a purchase,” she said.

“All you need is a piece of paper and an iPad to make this work.”

Stride Rite operates its own branded retail locations. Its shoes are also available in a number of other retail locations, such as Macy’s and Bootleggers as well as online at striterite.com.

Stepping up
Stride Rite collaborated with MJD Interactive to develop the app, which is available for free from the Apple App Store.

Using the RiteFit app, users take a photo of a child’s foot while standing on a reference object, such as an 8.5-inch by 11-inch piece of paper. The app then accurately measures the foot’s length and width, allowing parents to determine the correct shoe size.

The app enables users to track a child’s growth via charts, virtually try on different styles using a photo of a child and share information through social media.  The app also predicts what a child’s shoe size will be in three months.

Screen Shot 2014-11-10 at 1.36.13 PM

Additionally, the app includes content for children, enabling them to create art and characters that can be shared socially.

Walk this way
Shoe retailers such as  Stride Rite, Zappos and  others have been embracing mobile for its ability to engage with users in meaningful ways to bring added value to their shoe purchases.

For example, Amazon’s Zappos is reaching fitness fans directly through their workouts with a new integration in the MapMyFitness mobile app, enabling users to track mileage for their shoes and make purchases (see story).

Additionally, British department store Harrods recently used a heel-themed digital game to get shoe fanatics to engage with its recently expanded footwear sales floor (see story).

Screen Shot 2014-11-10 at 1.36.17 PM

Earlier this year, Stride Rite introduced its first mobile application, which is for its loyalty members to help them manage their accounts.

The brand also replatformed its Web site this year and came out with a mobile-optimized site at the same time.

“The phone is an extension of young mothers these days,” Ms. Smith said. “We want to be able to give her the tools to make her life easier.

“We think the app is something she will find convenient that will make it easier for her to shop,” she said.

Final Take
Chantal Tode is senior editor on Mobile Commerce Daily, New York

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