How Humanic built a true omnichannel customer experience with SafeSize

Humanic SafeSize collaboration
“There was not a question of if, the only question was how to take Humanic to the next level”
– Michael Bermadinger, Chief Digital Officer for Humanic.

Recently SafeSize’s COO, Sven Cobben, sat down with Michael Bermadinger, Humanic’s CDO to discuss about the iconic retailer’s vision and how they used technology innovation to build a true omnichannel customer experience and drive business growth.

About Humanic

Humanic is a subsidiary of Leder und Schuh with its Headquarters in Graz, Austria. The shoe company exists for 150 years and has around 200 stores across 9 countries such as Austria, Hungary, Czech Republic, Slovenia, and Croatia. Innovation is in its DNA, and Humanic and SafeSize are partners for over a decade.

“Humanic has always been very innovative. A lot of things which are now the standard for many companies were tried by Humanic early on. We had an online shop very early, introduced 3D foot scanning solutions in-store very early. We were always one of the first retailers to introduce new services and experiences.”

The goal

In a constantly transforming market, with traffic shifting from brick & mortar stores to online, Humanic’s goal was to drive retail innovation and provide customers with a seamless shopping experience both online and in-store.

The partnership: Humanic x SafeSize

As an innovative retailer, Humanic was one of the first footwear retail brands to use SafeSize 3D Foot Scanners in-store. In 2020, they upgraded to the latest generation of in-store scanners and online sizing tools – ScanMate 3D & FitMate 3D.

SafeSIze in-store solution ScanMate3D the most advance 3D Foot Scanner

Humanic’s key objectives were:

  • Build a competitive advantage
  • Create retail theatre and a WOW factor in-store
  • Create a new omnichannel journey & customer experience
  • Connect customers to loyalty club
  • Reduce the online return rates

The results

Humanic has already seen some strong results both online and in the physical stores.
More specifically, Michael described the SafeSize omnichannel solution as fast, precise, appealing, and eye-catching.

“Once the SafeSize 3D Foot Scanner is implemented in-store and customers start creating their personal digital profiles, they are more likely to bond with the brand and come back either online or offline.”

SafeSize and Humanic Partnership Key results

Consumers – adults and kids, are triggered by the in-store digital solutions and have in general more trust in these type of solutions. From a user experience standpoint, Michael highlighted:

“People are going to the scanner even if they are not interested in scanning their feet. It triggers them to find out what this is about. Definitely, the expectation of creating a WOW in-store factor is met.”
SafeSize In-store Solution ScanMate3D

Regarding the online solution, Humanic has already received great response from its customers. Michael commented:

“Even though the pandemic resulted in closing our stores for several months every time we pushed our features via advertisement, newsletters, or email marketing people used it, and we got a 99% positive reaction to it.”
SafeSize online solution

Having a closer look at the data and customer profiles, Humanic managed to:

  • Encourage 20% of online shoppers to create personal digital foot profiles – for online or in-store use
  • Implement Shoe2Shoe online size recommendation solution to serve online customers without a scan
  • Increase customer satisfaction
  • Drive omnichannel business growth

Omnichannel experience

While interacting with customers and observing their behaviour, Michael highlighted the shift from a simple to a seamless omnichannel journey:

“People go in the store, and they want a particular shoe. If the shoe is not in the store, but we have it online, we order the shoes online for the customer and have it ‘Send to Home’. Customers who are insecure about the right size, we offer a 3D scan so they can be confident to get the right fitting shoe. ‘Send to Home’ is a significant part of our business and around 10% of customers use the SafeSize 3D scanner. Humanic is in the confident situation to always help customers receive their favourite and most comfortable shoes at home - and in the right size!”
Humanic omnichannel experience

The future

Michael strongly believes that the importance of SafeSize omnichannel solution will increase in the future.

“Even if the pandemic situation is going to get better, I do not think the offline frequency will increase. Online shopping will increase even more and thus, more people will have the need to use services like that. Either scanning the feet offline and using it online or using the online scanner as an online feature.”

Thank you Michael for our great conversation. It is incredible to be part of Humanic’s success story and we will be following your journey with great anticipation!

– Sven Cobben, SafeSize Chief Operating Officer

World Day for Safety and Health at Work: What it means for SafeSize

On this year’s World Day for Safety and Health at Work let us all be responsible to ensure our working environment is safe, healthy and a place where people can thrive!

Debbie van Veen, our Chief People & Culture Officer, shares her views on what a safe & healthy working environment means for SafeSize and her tips to stay healthy no matter where you are working from! 

People-first culture

At SafeSize we have a people-first culture which is weaved into all that we do. We aim to build a driven team of SafeSizers and an inspiring place to work, learn and grow. Our people’s health & safety is our utmost priority!

Foster passion and fun

One of our 5 cultural values is ‘foster passion and fun’ which guides our actions. We strongly believe that in order for people to be productive and enjoy their work they need to feel safe in their workplace, feel free to speak up, share their ideas and surround themselves with an amazing team of diverse people with whom they can have fun, laugh and get inspired! Laughing and sharing ideas can lead to fresh energy and better human connection!

Practice mindfulness

We encourage our people to practice mindfulness on a daily basis. Practicing mindfulness offers a way to pay attention to the present moment and focus on how you are really feeling. Mindfulness breaks can create a welcome moment of relaxation during a busy workday, help clear the mind, increase focus on what deserves attention and reduce stress. The busier you feel you are and less time you think you have for a mindfulness moment, the more important it is to create that time for a checkin with yourself.

 Healthy habits

We provide healthy breakfast, lunch and vitamin-packed snacks for our people to enjoy, on a daily basis. It is important to eat healthy at work because what you eat directly affects your performance, focus, creativity, mood and energy levels.

Inspiring & ergonomic office design

We have designed our 4 offices in Amsterdam, Ljubljana, Athens and Shanghai with our people in mind and have adapted the workspace to suit their needs and activities. We have created spacious common areas, focus areas, workout rooms and outdoor spaces that our teams can use throughout the day. Proper office ergonomics, including sit/stand desks, help our teams stay safe, comfortable and be more efficient.

Take care of yourself, stay healthy, stay safe!

Personalized Shoe Advice With Artificial Intelligence

When it comes to shopping advice, personalization is no longer a “nice to have” – it’s at the core of customer experience.

For shoe brands and retailers, delivering such a personalized customer service is important not only to drive engagement and build loyal relationships with their customers, but also to make sure that the shoes they sell are comfortable and prevent injuries.

Personalization Is All About Customer Preferences

Multiple components of personalized shoe recommendation are taken into account when using a 3D foot scanner, such as size recommendation based on unique foot geometry and model recommendation based on specific wearing habits.

However, it is important not to neglect a very important aspect of personalized advice: personal preferences. Depending on what we are used to, some of us prefer to wear our shoes tighter or looser, so the same fit of a shoe on a foot may feel more or less comfortable to different people.

And this is what makes personalized shoe advice so difficult. But once again, the right technology can help in overcoming this challenge.

The Power of AI in Personalized Shopping

SafeSize addresses all three components of personalization and puts them into one equation thanks to its AI-powered software embedded in the 3D foot scanner. Based on the digital customer profiles created in-store, the self-learning algorithm:

  1. Matches the unique foot geometry with the world’s largest shoe database – overcoming significant challenges related to shoe size inconsistencies
  2. Selects the right model based on walking/running patterns and sports habits
  3. Learns about personal preferences via real-time feedback and adjusts the recommendations based on user’s input

The result? Ultimate personalization and a WOW shopping experience that leads to satisfied customers leaving the store with confidence that they bought the perfect shoe for their needs!

Wondering how you can deliver such a unique, personalized customer experience in your store? Contact one of our specialists today and join a network of retail innovators such as Decathlon, Intersport, Xebio, CCC, eObuwie, SportXX, Humanic, Hotter Shoes, Torfs, SportsDirect, and others.

5 Things To Consider When Choosing a 3D Foot Scanner

Tech innovation in retail is a fact – and a much-needed one! A lot of shoe retailers have already started using 3D foot scanners to add digital touchpoints in their physical stores and elevate the shopping experience to be more personalized, fun, and interactive.

However, not all 3D foot scanners provide the same capabilities. Below we gathered the five most important factors to take into account when considering placing one in your store.

1. Customer Experience

Retail customer experience is key. When people visit a retail store, they want to have a seamless, fast, personalized experience that will enable them to enjoy every moment of their shopping. And this is how you can evaluate whether your new 3D foot scanner will provide this to you:

Great design with functionality: In order to attract customers, the 3D foot scanner should look inviting and stand out in the store as a high-tech device. Intrigued shoppers will be encouraged to try it – at first maybe even just for fun, while getting their unique personalized shoe recommendation as a result. The design needs to enable ease of use – aim for a 3D foot scanner that incorporates a touchscreen positioned at a convenient angle for the customers to see their results and recommendations. And don’t forget to highlight the scanner location! Ideally, to improve visibility, the 3D foot scanner should easily integrate with screens in the store.
Speed of results: Make sure that the time between stepping onto the 3D foot scanner and getting recommendation results is not longer than 10 seconds. Otherwise, things can get boring, but also hectic if there is a line of people waiting. SafeSize makes sure that customers receive their scan results within 5 seconds so stores can scan as many feet as possible!
Recommendation accuracy: To keep customers satisfied, choose the 3D foot scanner with the highest accuracy of the shoe recommendation. For the most accurate fit recommendation, find a scanner with software that combines best-in-class 3D foot scanning with 3D scanning of inner shoe dimensions. After all, how can you match your foot with the right shoe, without 3D shoe data?

2. Omnichannel opportunities

Apart from the engaging user experience, 3D foot scanners can also help you bridge the gap between online and offline sales. When shopping online, the behavior and preferences of every customer are noticed, but in physical stores, there is a missed opportunity – customers come and go remaining anonymous. This creates a challenge for shoe retailers in their attempt to make their services easier and more valuable for all their customers.

With SafeSize, every time a customer scans their feet in-store, the highly intelligent 3D foot scanner creates a digital customer profile which can be later used for online shopping. In this way, store managers and marketing teams can better understand their customers and potentially even retarget them in the future with a personalized offering to help them cover their specific needs.

At the same time, customers who have saved their digital profile can purchase shoes again – online and in-store – feeling confident that no matter where they are, they have the most accurate insights to select the best fitting shoes.

3. Integration as part of the customer journey

Every customer is unique. They have unique preferences, needs, and of course foot anatomy! The majority of 3D foot scanners at the moment scan shoppers’ feet to create a nice 3D view out of it and that’s it! After that, it’s up to the sales expert to provide a recommendation based on their experience. But did you know that a 3D foot scanner can have more capabilities?

Model recommendation for sports shoes: Look for a 3D foot scanner with ability to advise the consumer which shoes to buy based not only on feet dimensions but also taking into account their personal sports habits
Self-learning algorithm: The software should serve each and every customer in the best way possible – this can be achieved by a feedback-based self-learning algorithm that improves the personalized fit recommendation with every use.

4. Real-time stock integration

In addition to recommending the right shoe model, to provide a seamless experience and a successful purchase, the recommendations given by the 3D foot scanner should be in line with the current store inventory. Hence, stock integration is a valuable feature that should be included in the solution.

SafeSize helps shoe retailers connect the 3D foot scanner to the actual stock in the store and finalize the scanning journey directly with a purchase of the recommended shoe model, rather than just using scanning as a gimmick.

5. Kids’ shoe recommendation

Shoe recommendations for kids differ from the ones for adults. Too many kids walk in shoes that are too tight because the parents are unaware of the right shoe size for their kids or they do not change the shoe size on time as the child’s feet grow. On the other hand, children can’t really recognize the feeling of comfortable shoes and tell their opinion about it. Walking around in ill-fitting shoes can cause damage to the child’s feet development and posture, so it is critical that the selected shoe fits them just right.

Therefore, when purchasing a 3D foot scanner, opt for a system that covers the needs of both adults and children! For instance, SafeSize has created an algorithm that can predict how the foot of the child will grow over time. This feature allows consumers to feel comfortable purchasing the shoes, knowing they are making a safe choice. Thanks to the growth prediction algorithm, the parents can also be informed when the shoes are becoming too small.

3D Foot Scanner: What Is It and Why Is It a Necessity For Shoe Retailers?

Recommending the right shoe is no easy task. 

Consumers step into shoe stores every day and are overwhelmed by countless styles, brands, and models to choose from. And most of the time, when sales assistants approach the shoppers asking whether they need any help, the answer is negative as they believe they can decide based on the shoe display in front of them. This approach, combined with everyone’s unique foot anatomy, prevents people from buying shoes that can bring them comfort and protect them from injuries.

To tackle this challenge, global retail brands like INTERSPORT, Decathlon, Sport 2000, and others have started using 3D foot scanning technology to provide the best shoe recommendations.

For Safesize, retail innovation starts with a 3D foot scanner where consumers receive an analysis of their foot dimensions. This data is then used to assist sports enthusiasts in finding the most comfortable and best-performing shoe.

What is a 3D foot scanner?

A 3D foot scanner analyses the foot anatomy and gives insights into your unique walking/running pattern, your weight balance, foot biometrics, and much more. With some foot scanners, the capabilities stop there. But in our case, this is just the start of a fully personalized shopping experience.

In the beginning, customers step on the scanner and fill out all personal information (such as age, gender, weight) as well as their favorite sports, brands, and intensity of exercise (from amateur to pro). 

Within a few seconds, consumers receive a detailed foot analysis on the screen. Safesize offers unique matching of the foot characteristics with the largest shoe database in the world, meaning that it only takes these few seconds for a consumer to virtually try on thousands of shoes at once.

The result? With a tap on the screen, sales assistants see the best shoe recommendations for their customers – fully connected with the store’s inventory and entirely adapted to the shoppers’ personal preferences.

Why Is It a Necessity For Shoe Retailers

The benefits retail stores can enjoy with a 3D foot scanner are multidimensional and apparent across all touchpoints.

Everything starts by transforming your store into a stage. Creating a unique personalized experience captures the attention of shoppers and inspires them to come to a physical store rather than just shop online, and the 3D visualization of foot anatomy creates an opportunity to engage with the sales assistant in a meaningful, data-driven, and personalized interaction.

This unique shopping experience can result in higher conversions and cross-selling opportunities in-store. In fact, people feel more confident buying shoes and additional accessories (e.g. insoles) based on this personalized approach rather than Googling “The best running shoes” and then deciding to buy the cheapest option online.

“This new technology just enables conversation and a personalized product recommendation.” – Ian Watson, CEO Hotter Shoes (, September 2021)

Diving into the operational benefits, the 3D foot scanner will enable shoe retailers to provide their sales team with a digital sales assistant on the shop floor. This acts as a constant re-training of sales assistants, increasing the level of expertise and transforming even a novice salesperson into an expert – all with just a few interactions with the SafeSize 3D foot scanner.

By capturing consumer profiles, the physical shoppers are no longer invisible to the retailer. Leveraging the foot profiles and past purchase data, the sales approach can be further adapted to fit their specific needs.

Last but not least, through this process, the shoe retailer ensures a uniform and highly knowledgeable sales approach across all stores and all sales assistants.

Perks For Consumers

Retail innovation is all about creating a unique and elevated shopping experience. With a pinch of excitement, a dash of entertainment, and a spoonful of expertise, 3D foot scanning technology creates the recipe for a shopping experience you don’t want to miss!

By using a 3D foot scanner, within seconds consumers receive better shoe model recommendations based on biometrics and functional characteristics, rather than just deciding based on their favorite brand, color, and price. At the same time, they can rest assured that their feet won’t be in pain anymore or prevent them from enjoying their favorite sports – no matter the level of expertise!

What’s more, through their personal profile, consumers can access their foot analytics and previous purchases. Based on that, they can easily make the right purchase again in the future – either online or in any other store of the shoe retailer.

Dutch startup SafeSize raises €10 million for its 3D tech to help customers find the perfect shoe

Want to buy shoes online, but not sure if they’ll fit? That’s where SafeSize comes in. The Almere-based startup works with online and offline footwear retailers to help customers find the right shoe.

Using 3D foot scanning along with the world’s largest database of 3D scanned shoes, proprietary fitting algorithms, and machine learning, SafeSize matches people with the perfect pair of shoes in terms of both fit and functionality. Since it was founded in 2012, SafeSize has unlocked the potential for digital growth and personalisation in the footwear market for more than 2,000 leading retailers and shoe brands.

The startup has just raised €10 million in a Series B round from existing investors 3TS Capital Partners and Convent Capital, as well as additional strategic investors.

“’Business as usual’ is no longer an option for footwear retailers and brands,” said Angelos Stavrakis, CEO of SafeSize. “Consumers expect a seamless, personalised shopping experience across all channels. SafeSize enables footwear retailers and brands to engage online and offline with their consumers in a unique and personalized way. Our solution serves as the world’s best omnichannel sales assistant, combining deep shoe fitting expertise with tens of millions of shoe and foot data, processed using machine learning to constantly improve our recommendation algorithms. We’re thrilled about this new investment and about the continued support from our partners, who share our vision.”

SafeSize will use the new funds to continue to scale-up and strengthen its leadership in the virtual fitting recommendation space by attracting new talent, accelerating product innovation, and entering new markets.

“SafeSize enables footwear retailers and brands to succeed in a changing retail landscape, by driving increased customer engagement and other revenue streams,” said Elbruz Yılmaz, Investment Director of 3TS Capital Partners. “We believe with this funding round, Safesize will be equipped to scale further globally and we’re excited to support SafeSize in continuing its leadership as the global footwear recommendation platform for retailers.”