Issue link: https://viewer.e-digitaledition.com/i/907660
partners, increase alignment with vendor partners and drive store performance. The birth of fit id Fit id, the company's new 3D foot scan- ning technology currently present in about 90 percent of all Fleet Feet storefronts, is central to the North Carolina-based enterprise's forward-looking evolution. Described by Fleet Feet senior brand manager Victor Ornelas as "a revolution- ary way of understanding foot shape," the fit id device – developed in partnership with Sweden-based Volumental – uses infrared cameras to capture a full 3D scan of the foot in a static position. Customers stand on the device for 3-5 seconds before a scan appears on a tablet and shares various data points, including U.S. foot size, heel-to-toe length, ball width, instep height, heel width and ball girth. Staff can also compare one's foot to a rich database of foot scans, quantifying, for instance, arch height relative to the popula- tion for added context and insight from a footwear and insole perspective. "This empowers our employees with so much more data that allows them to be more precise with their suggestions of what type of running shoe to offer, and the size and width of that shoe," Ornelas says, adding that the fit id experience delivers added professionalism and objective, personalized data that today's digitally empowered customers appreciate. Fit id, Ornelas continues, is not a re- placement, but rather a complement to the traditional gait analysis staff will continue to perform by assessing a customer's feet, ankles, knees, hips and personal history. "Fit id is another tool in our arsenal to understand customers in a more unique way and also show them something unique and different as well," says Ornelas, who fit id (continued) fit id devices use 3D foot scanning technology. 98 runninginsight.com © 2017 Formula4media LLC. Most independent retailers carry 2-3x more inventory than necessary With data on real-time product performance, you can easily manage your store's inventory to reduce markdowns and increase cash flow. YOUR INVENTORY is in YOUR CA$H CLOUD-BASED POINT OF SALE & INVENTORY CONTROL ricssoftware.com 800.654.3123