How might returns be reduced?
According to the National Retail Federation’s annual returns survey, on average, for every $1 Billion in sales, retailers receive $166 million in returns. Nearly 17% of a company’s initial sales will be returned to unsatisfied consumers on average each year.
For Nike, around 18% of the footwear sold is returned…
Currently, Nike retail stores still largely rely on the classic Brannock foot measurement plate for matching consumers with their size. Having worked in the Nike company store, I have first hand experience using this device and have found limited success with matching consumers to the correct footwear. While a this measurement device can determine foot length, it does not account for the the three dimensional shape of the foot.
Introducing ADV- FIT
Spring 24’
Nike Advanced Fit uses rotating 3D scanners to generate a model of a customers foot and translates the model into a custom last. The custom last created from the scan is then paired with similar lasts used in Nike footwear. Matching lasts, rather than simply assigning a shoe size based off of foot length, ensures that the width, arch and height of the foot is better matched to the shoe.
Pictured above is the UI design and screen progression presented to a consumer as they complete their ADV-FIT scan. The images of the shoes were downloaded from the blueprint pack in featured in the Nike Newsroom public asset folder and then edited in photoshop.
Upon completing a scan, the consumer is provided a QR code inviting them to import the scan results into their Nike Plus profile. After the scan is saved to the account, the consumer can shop online with more certainty when they purchase shoes that have the ADV-FIT logo displayed. The logo indicates that the shoe was made using a similarly shaped last to the consumers foot.
Pictured above is a non-functioning scale model I created to aid in the protoyping process. The user interface screen is not included in this model.
Rendered in Keyshot Studio, this image pictures what an ADV-FIT system might look like in a modern Nike retail store.