Digital Transformation: Red Wing Shoes Invests in Technology to Improve Customer Experience
Red Wing Customer Using Digital Voucher to Buy Safety Footwear
Red Wing Shoes is well on their way in digital transformation for the business. Over the last few years, the company has been investing time and resources to more fully integrate technology into its customer-facing operations. This past summer, Red Wing announced a fully integrated omnichannel solution for its B2B program: Red Wing for Business. With online ordering, the brand’s industrial customers and their workers can purchase PPE to be delivered at any time.
"What this launch was all about is augmenting our stores and trucks’ business with a comprehensive online digital solution,” said Red Wing chief marketing officer, Dave Schneider. “The average consumer logs in with a personal identifier, so they’re authenticated,” Schneider added. “That allows us to understand that specific customer’s safety needs and the subsidies involved, so the company may say, ‘We’ll pay 50% or $50.’ Those are very different scenarios in terms of how we actually administer it behind the scenes. There’s a lot of data that sits around it.”
Red Wing also has introduced personalized measurment within its stores. Last spring, Red Wing announced its partnership with Volumental. Together, they launched the AI-driven Ultimate Fit Experience for customers. A Red Wing fit specialist will guide the customer through the 3D scanner and customers can get customized recommendations for their ideal work boot. Through a partnership with Superfeet®, Red Wing customers can also benefit from insole recommendations and purchase custom 3D-printed footbeds personalized to each foot.
"We saw an opportunity to advance the Ultimate Fit Experience to provide an even more personalized fit for our customers," said Mike VanGoethem, vice president and chief services officer, Red Wing Shoe Company. "Our previous experience focused on standard 2D measurement and foot pressure points, and now we are enhancing that, adding in gait assessment and whole foot volume 3D measurement. We're excited to merge the art of our purpose-built shoes with the science of this new dynamic, tech-driven approach to ensure the best fit for worker comfort and safety."
As the company looks forward to 2023, Schneider mentions that digital transformation is a must for companies to meet all of today’s challenges, whether those be changing shopping habits or supply chain issues. “All of that has required businesses at large to really adopt digital technologies.”
Learn More: https://footwearnews.com/2022/business/retail/red-wing-shoes-digital-launches-1203359042/