Source: ASICS announces the development of a system that assesses runner pronation type using artificial intelligence (AI) vision technology, as well as the ASICS Institute of Sport Science’s wealth of data and expertise.
A few days ago ASICS released information detailing how they would begin to shape their retail doors. The information could potentially be sold by ASICS or utilized in consulting traditional retail on how to design their stores to benefit sell through. In all honesty, the work being done by ASICS verifies what I’ve been stressing both in my book and over the course of the last four years on the site, retail is at a moment unlike any time in the history of sneaker sales.
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If you note the picture at the lead of this article you’ll see a gait analysis. For those who are reading this that haven’t spent time at a Runner’s Warehouse or Fleet Feet, you may not be aware of what the service is. A gait analysis tells a store visitor what shoes they should wear when they begin a running routine. ASICS has developed an in-store assessment that will improve customer service. In the article above I explained that ASICS does not have a lot of doors in the U.S., but in the international space this will be an invaluable service.
Why is this a threat to traditional retail?
Underpaid and overworked are the tenets of retail. This leads to higher turnover. Brand stores pay more than traditional retail. This almost always means that customer service is going to be better. I’ve been writing that the only way to gain and maintain new customers is via customer engagement. The customer has to have a reason to walk into your store. In urban accounts this isn’t the case because shoes are almost always meant for looks and fashion… However, customers don’t really know where to begin when looking for the “right” shoe vs what looks good. This new tool from ASICS provides a service that caters to a more performance minded consumer and has the potential, if marketed correctly, to inspire new visits by those looking for more than just the next dope release. Use the source link above to read more.
ASICS owned stores currently offer ASICS FOOT ID™ system, which analyzes foot carriage during the running motion to suggest appropriate shoe models. This new system does not require special equipment like sensors and markers, and can determine pronation type even more easily.
It can be used at smaller retail outlets where the ASICS FOOT ID™ previously was not available, as well as at non-retail venues like running events, and will contribute to a more fulfilling sports experience for customers.