Red Wing Technology Advancement- 3D Scanning and Digital Experience
You can get foot data when you walk across the pressure plate? In 2022, Red Wing has teamed up with Volumental, a pioneer in 3D scanning technology, to advance Red Wing’s Ultimate Fit Experience, and redefine the way we find shoes. Artificial intelligence-driven measurement methods circumvent the problem of using traditional measuring instruments that are inaccurate and don’t know where to start when faced with so many shoe styles. This technology provides consumers with a customized solution for their unique foot shape and preferences.
Red Wing first consults with customers about their work type and working environment, and then accurately measures their feet through 3D scanning and stride analysis. Because of its advanced foot scanning technology, when a customer steps onto the 3D scanner, the scanner provides 16 foot measurements in less than 5 seconds. Dynamic foot scans are performed as they walk across the Superfeet pressure plates, providing visualization of gait and pressure points.
When I read this news, I thought of my buying shoes experience from Decathlon. I needed to measure the length of my feet barefoot on a foot-measuring device in store. The results of manually moving the calipers are inaccurate in my opinion. The fingernail length and different standing positions will all affect the measurements. So this in-store technology service provided by Red Wing got me interested in how will it develop.
Achieve Marketing Objectives? Of course
Since shoe size charts do not fit all products, Red Wing attempts to use 3D scanning technology to ensure each customer gets a perfect fit for its products. Meeting personalized comfort needs is what each customer pursues with their products. This initiative can effectively increase brand loyalty and attract new customers to try and buy Red Wing shoes through the scanning experience.
As an authority in the field of 3D scanning, Volumetal has the largest 3D foot scan data set globally and provides services to 53 countries. Ecco, New Balance, Lululemon, Hoka, and other well-known brands are its partners. This technology goes beyond traditional sizing charts and provides a detailed 3D analysis of the foot. By capturing data on length, width, arch height, and other key dimensions, Volental’s scanning technology gives customers a complete understanding of their foot structure. Even if the customer doesn’t ultimately make a purchase, Red Wing’s brand awareness increases as a result of this experience.
Transform?
Red Wing attempts to demonstrate the brand’s determination to undergo digital transformation in the future through technological advancement from 2D measurement to 3D. I believe this trend will continue because if customers get the best-fitting shoe in one purchase, it will minimize the possibility of returns and exchanges. It’s a win-win since Red Wing itself can save costs and customers can save time.
At the same time, with the rapid development of AR and VR technology, virtual try-on functions have been implemented in the field of footwear. Customers can intuitively see how the shoes look on their feet before purchasing. If 3D scanning can be combined with VR technology, perhaps in the future Red Wing will enable customers to obtain an accurate foot scan report and product recommendations just by VR headset scanning.
