Fit Customization for Apparel: The Use of Foot Scanning as a Method of Enhancing Consumer’s Purchasing Decision
Authors:
Natalie Munguia, Muditha SenanayakeMentor:
Muditha Senanyake, Ph D. Dept. of Apparel Merchandising & Management, California State Polytechnic University PomonaAuthor: Natalie Munguia, Dept. of Apparel Merchandising & Management, Cal Poly, Pomona. Mentor: Muditha Senanayake, Ph.D. Dept. of Apparel Merchandising & Management, Cal Poly, Pomona The strategy of footwear mass customization allows customers to create and personalize products to their specific taste. Although footwear can be aesthetically pleasing, the exact fit is difficult to pinpoint which is important to customer satisfaction. The main objective of this research was to understand if consumer-purchasing decisions will be enhanced by incorporating 3-D foot scanners in the shoe purchasing process. Another sub objective was to investigate if incorporating foot scanners in the footwear selling process benefits Sales Associates by enhancing their knowledge while improving productivity. Researches such as Kumar (2004), Boer (2007), Seung (2003), Rutschmann (2011), and Corcoan (2005) have studied areas related to the extent of 3-D foot scanning but how this process will enhance consumers’ purchasing decision is yet to be explored. A short video explaining the 3-D foot scanning process together with a survey was used to gather information from both customers as well as footwear sales associates to test the hypothesis developed through a comprehensive literature review. Eight critical variables related to incorporating a 3-D foot scanner in the shoe purchasing process were defined and accepted. The results showed that the knowledge enhancement, improved productivity, and value of incorporating a foot scanner in the shoe selling process are beneficial to footwear Sales Associates. The results also revealed that the turnaround time, price point, availability, shoe design, and consumer satisfaction can be enhanced by incorporating a 3-D foot scanner in the shoe purchasing process whereby enhancing their purchasing decision. The results assisted to conclude that this new technology not only benefits customers but also Sales Associates of the footwear companies.