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Zappos boosts shoe sales with native integration in MapMyFitness appBy
Amazon’s Zappos is reaching fitness fans directly through their workouts with a new integration in the MapMyFitness mobile application enabling users to track mileage for their shoes and make purchases.
The new Gear Tracker feature is the first native integration for MapMyFitness, which offers mobile and desktop solutions for users to track their fitness workouts. For fitness fans, the Gear Tracker experience is another way to support their workout needs.
“By powering Gear Tracker, Zappos is reaching the 28 million MapMyFitness members in a unique way – directly through their workouts,” said Allison Glass, public relations and social media manager at MapMyFitness. “Zappos has a massive athletic shoe catalog – more than 8,500 pairs of shoe – which are directly integrated into the MapMyFitness mobile apps.
“Now members can keep track of their shoe mileage, preventing injuries from keeping shoes too long, and staying healthy so they can keep working out,” she said.
Next, users select the start date to measure the lifespan of the shoe. Multiple gear items can be added.
When users add shoes that have already accumulated some runs within MapMyFitness, the miles will be retroactively added to their gear based on the start date.
For each workout, users can select what gear they are wearing and the distance will be added.
The gear usage patterns can be overlaid with workout history and current performance so that MapMyFitness members can gain further insights into their performance.
A shoe’s lifecycle
Once gear has been added, users will receive notifications via email at certain thresholds based on the lifespan of a shoe.
When it is time to purchase a new pair, users can buy from Zappos.com directly through the MapMyFitness app. Shoe recommendations will be provided based on a user’s preferences.
Users will be able to “retire” old gear in their gear locker and create a virtual trophy room to showcase accomplishments and highlight their best miles.
MapMyFitness plans to expand Gear Tracker going forward to further personalize the connected fitness experience for athletes.
Meeting users’ needs
Zappos joins other brands such as Wheaties and Under Armour in leveraging MapMyFitness to reach its mobile community of fitness enthusiasts.
For example, Wheaties recently let mobile consumers choose the next athlete to appear on the cereal brand’s packaging by logging workouts on MapMyFitness (see story).
Zappos is a leading mobile marketer whose shopping application stands above the rest by delivering precise information that meets users’ specific needs (see story).
“This feature has been requested by our community for some time, and we’re excited that with the help of Zappos.com we were able to bring this to life,” Ms. Glass said.
Chantal Tode is senior editor on Mobile Commerce Daily, New York
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