Nike’s New AR App Measures Your Feet to Help You Find Sneakers that Fit
Nike is introducing a new augmented reality tool known as Nike Fit to its app which measures the size of your feet to help you find sneakers that will fit.
The AR update may seem frivolous but it is one of those augmented reality tools that make a world of difference in the real world. The impact for the consumer experience is massive. It’s like that KLM augmented reality app that measures the size of your baggage to determine if will fit the size limits. Small AR innovations with huge implications for consumer convenience.
The Nike Fit feature leverages a combination of scientific data, computer vision, artificial intelligence and recommendation algorithms to scan a user’s feet and find the right shoe fit for them. Users can accomplish this in augmented reality by using the Nike app on their smartphone. Nike says that based on industry research, more than 60% of people are wearing the wrong shoe sizes and the company is hoping its augmented reality app will help solve the problem, at least in its retail stores.
As online retail continues to permeate our lives, some of the toughest things to shop for are usually the fashion items such as clothing and shoes. The shoes are particularly daunting when purchased online. Because you can’t try on shoes online to determine if they will actually fit, buying shoes online is always a huge gamble for many buyers. The size may be a little too big or a little bit small. Add the fact that sizes will vary depending on the brand. A size 10 in one brand could be a size 9 in another brand. In these circumstances, finding the right fit is always a matter of luck.
The Nike shoes are particularly notorious for running small in most of the styles so they can be a massive headache to purchase even in cases where you might have a Brannock Device to help you the measurements of your feet down to the millimeter.
The new AR feature, Nike Fit, simplifies that by enabling buyers to measure the size of each foot individually. The app will get the size, shape and volume of your feet within an accuracy of 2 millimeters and will subsequently suggest for you the right size of the style of Nike shoes that you wish to purchase. The app does this by matching your measurements to the internal volume that the company already know for the various shoe sizes as well as on the purchase data of people that have feet of similar sizes.
The mechanism is quite simple. Once you have opened the Nike app, you can head up to the product page and you will see a new option to measure your feet in the location on the web page where there usually exists a menu for picking the right shoe size. The smartphone camera will then pop up and the user will be requested to stand next to a wall and then point the smartphone at their feet. This will in turn activate a view that will utilize two AR circles level the phone.
When the AR feature recognizes your feet and the surrounding physical environment, it will begin scanning the feet and show you your ideal shoe size for your Nike shoes. The whole process happens in less than a minute.
This feature will also not be a one-time gimmick or an experiment as Nike is planning to integrate it into its app as a primary tool for measuring shoe sizes in both its online and brick-and-mortar stores. Nike also plans to use it on its retail stores, a sign of the company’s confidence in the efficacy of its new AR app from the initial tests.
When the AR tool has measured your feet, it will also save the measurement details in this Nike profile so that next time you are shopping for a Nike shoe, the information will already be stored there and you won’t have to do the scanning procedure every time you shop for shoe.
In Nike retail stores, the company’s sales associates can also determine the best shoe size for customers on various Nike models simply by scanning the QR code on the shoe box using the Nike app on their smartphones instead of having to rely on the cumbersome traditional Brannock Device to determine the correct shoe size.
The app will come in handy when buying kids’ shoes. Instead of taking kids to the to the shoe store to have their feet measured, parents can simply measure the kids’ feet at home and order the shoes online. Because kids’ feet grow in size fairly quickly, parents will need to use the Nike Fit tool every few months in order to get the correct shoe size.
The feature will be launched on Nike’s app in the US in July and the sportswear brand is also planning to roll out the feature in Europe in August so you can begin trying it out in a few months.
Nike has been experimenting massively with AR for quite some time and the company is currently working on introducing newer AR-powered experiences.