Issue link: https://viewer.e-digitaledition.com/i/969807
How are you marketing the system? Malacaria: The system is marketed as an engagement and educational tool for retailers and footwear manufacturers. Footwear retailers need to distinguish themselves from competition, and Footprint Plus is the ideal tool. Wnorowski: We have put a lot of time and effort into local marketing and PR to publications that are geographically close to the retail locations using FitStation. We also have run geo-targeted ads, and we've given retailers marketing tools they need to be successful. Our focus has been supporting our retailers on a local level to drive qualified traffic into their stores to ask about FitStation. Schwartz: Our initial efforts have been focused on the trade, but there is a plan to launch consumer marketing and PR later this year. It sounds as though this really could shake up retail as we know it. What's the next revolution? Malacaria: Our goal is to help retailers compete against online retailers. We want to help them change the footwear shopping paradigm. By creating an engaging footwear shopping experience, retailers can drive customers back to their stores with a personalized experience that online shopping simply can't provide. People shop online for convenience, but really, how convenient is it when customers are buying and returning shoes due to poor fit? With Tekscan's retail pressure- mapping systems, not only can retailers bring more foot traffic to their stores, customers also will be more satisfied with footwear purchases. We see the potential for our technology to be used in high-end fitness clubs. People are more active than ever and interested in their mechanics, as well as keeping themselves injury-free. Our technology could easily integrate into high-end fitness facilities to educate customers and possibly protect them against injuries. Schwartz: We will be integrating into Albert a custom orthotic program utilizing the latest 3D printing technology in a way that has never been done before. We are very excited and confident that this program will bring tremendous benefits to the retailer and consumer. Wnorowski: Footwear. We announced our partnership with Brooks Running late last year at The Running Event. As for the future, I don't want to give everything away, but we are a shape expert, and whether it's feet, heads or clothing, we will be able to scan the body and create custom solutions. Already, we are partnering with other brands. Ultimately, our ability to gather data will help shoemakers make better shoes and designers create better products. n R O U N D T A B L E 21 runninginsight.com © 2018 Formula4media LLC.