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.
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.”
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.
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
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.”
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:
Regarding the online solution, Humanic has already received great response from its customers. Michael commented:
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
While interacting with customers and observing their behaviour, Michael highlighted the shift from a simple to a seamless omnichannel journey:
Michael strongly believes that the importance of SafeSize omnichannel solution will increase in the future.
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