Hotter invests in AR for virtual footwear fitting - Just Style
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Hotter invests in AR for virtual footwear fitting

02 Jun 2021 (Last Updated June 2nd, 2021 12:17)

The company says the new technology has meant 90% of its new customers are now acquired through digital channels.

Accelerating its transformation to become a digital-first retailer has involved investing heavily in its AR functionality. It has worked with technology firm Wanna since October 2020. 

Hotter’s app now has many products available for virtual AR experiences. The business will add more product ranges as the business continues to transform its customer experience via digital platforms.

The launch of the firm’s AR app functionality coincides with the opening of the firm’s 17 stores post Covid-19 restrictions. For the first time, each location has “industry-leading” 3D foot measuring technology, meaning that a bespoke shoe fitting service will be available for Hotter customers both in-store and at home.

“Coupled with the technology now available across all of our stores, we will be offering convenience, precision fitting and high quality service every step of the way,” says Victoria Betts, chief commercial officer at Hotter. “Each of our stores will hold less inventory than before the pandemic as we recognise customers will expect a more experiential service than ever before when shopping on the high street.”

Hotter has invested GBP120,000 (US$170,000) into its app, in addition to GBP250,000 in its Hotter Footprint technology to deliver a precision fit experience to customers. The 3D scanning technology enables the customer to understand their foot shape and precisely measures feet length and width so they can enjoy a bespoke shoe fitting experience.

Hotter’s app uses the same foot scanning technology. This allows customers to take photos of their foot, which the app’s technology uses to recommend shoe size and width size. Users will be able to see a visual of the fitted shoe. 

The shift to online transactions during the pandemic and Hotter’s investment in technology has driven 90% of its new customers being acquired through digital channels. Hotter is also reporting a 40% rise in transactions completed via its app – both on iOS and Android devices – in 2020 when compared to 2019.

Betts adds: “Like all retailers across the world, we have seen a phenomenal shift to online transactions on our website and app in the last 12 months; we have reacted quickly to give consumers choice. This major investment across our stores and app means that our core principles of comfort and fit are delivered no matter where the customer is at the time of purchase.”

The Hotter app is available on both iOS and Android.