does online measure up to in-store: running shoes
Post on 19-Oct-2014
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DESCRIPTION
From music to books to expensive digital cameras, consumers have become quite comfortable buying a variety of items online. But there are some purchases, like running shoes, that have traditionally required more of a personal investment. We picked five of the top running shoe manufacturers, deconstructed their online product pages and analyzed how well online can replace the in-store experience.TRANSCRIPT
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IN-STORE?measure up to
Running Shoes
DOES ONLINE
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THERE ARE
SOMETHINGSWE BUY BY
FEEL
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runningLIKEshoes
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QUESTION:here’s
the
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“how well canONLINE SITESREPLICATETHE IN-STOREEXPERIENCE?”
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WE FOCUSED ON
5 SITES & 5 SHOES
* SHOES PICKED FROM RUNNERS’ WORLD SUMMER 2013 SHOE GUIDETuesday, July 16, 13
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ASICS
Gel-Cumulus 15
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BROOKS
Defyance 6
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NEW BALANCE
880v3
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NIKE
Free 3.0
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SAUCONY
Ride 6
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AND WENT SHOPPING...
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FOR PERSPECTIVE,I ENLISTED THEHELP OF Kyle
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not only does he manage a running store,he also uses the internet to research shoes.
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we tried to fillin the graphTOGETHER,
onlineshopping
in-storeshopping
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to determinethe size of the OVERLAP
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THIS IS WHAT WE FOUND...
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101how to researchrunning shoes
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most running shoes are manufactured on a tiered system,
which means companies end up carrying similar “levels” of shoes at similar prices.
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SIMPLY PUT... There can often be
very little difference between a number of shoes.
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this iswhere
is veryuseful.ONLINE
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Kyle uses company websites to look up shoe specs.
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the little differences between shoes are found in details like:
Weight
Cushioning system
Heel-to-toe drop
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close-upview of ASICS
EXPANDED
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close-upview of ASICS
Weight
Heel-to-toe drop(info to calculate)
CushioningEXPANDED
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close-upview of BROOKS
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close-upview of BROOKS
Cushioning
DOESN’T DISPLAY:WeightHeel-to-toe drop
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close-upview of NEW BALANCE
EXPANDED
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close-upview of NEW BALANCE
EXPANDED
Cushioning
WeightDOESN’T DISPLAY:Heel-to-toe drop
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close-upview of NIKE
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close-upview of NIKE
Weight
Heel-to-toe drop
Cushioning
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close-upview of SAUCONY
EXPANDED
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close-upview of SAUCONY
EXPANDED
Cushioning
Weight
DOESN’T DISPLAY:Heel-to-toe drop
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WHAT DIDWE FIND?
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There is NO industry-wide standardization of what product details a company must display online.
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Product details are often couched in text, video, or graphics rather than set off in some easily detectable way.
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THUS, if you’re not already familiar with these sites, it can be difficult to compare specs between shoes.
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how to fit yourrunning shoes
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Even after doing your research, it all really comes down to
how the shoe fits.
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for online to completelyreplicate the in-store experience,companies must reproduce the individual in-store fitting process.
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some companies don’t provide that
online alternative.
MANY
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close-upview of ASICS
Two general size and width guides make
up the extent of the Asics fit guide.
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close-upview of NEW BALANCE
EXPANDED
EXPANDED
While New Balance boasts a large variety of widths, there is no guide to individually find the
right fit.Tuesday, July 16, 13
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close-upview of NIKE
Even the customize option doesn’t provide
much variety - standard sizes, and 2 width options
Picking between shoes in the
Nike FREE line? Charts like
these are all you get *All of the shoes in the line have a so-called “sock-like” fit.
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other companies have figured it out.
ARE TRYING HARDER.
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BOTHBROOKS &
SAUCONYMAKE USE OFSHOEFITR
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close-upview of BROOKS
EXPANDED
EXPANDED
Brooks provides even MORE options
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close-upview of BROOKS
Brooks provides even MORE options
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WHAT DIDWE FIND?
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The industry as a whole doesn’t seem to agree that adding in-depth fitting guides is an online priority.
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Applications like SHOEFITR can greatly benefit online shoe shopping, but only if more companies adopt it.
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BUT despite these efforts,Kyle points out that
only a running shoe specialist can tell you if that bunion will put pressure on that spot.
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SIMPLY PUT... Even the most innovativeonline applications can’t replace analysis of the
individual foot.
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3
OUTSIDE OPINION(reviews vs. expert consultation)
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AT THE END OF THE DAY,SPECS AND DIAGRAMS CAN’T TELL YOU EVERYTHING...YET.
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EXPERT CONSULTATION CAN GIVE YOU CONFIDENCE THAT YOU’RE MAKING THE RIGHT INVESTMENT.CAN THE SAME BE SAID FOR REVIEWS?
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REVIEWS FROM OTHER CUSTOMERS CAN BE INCREDIBLY HELPFUL,IF THEY’RE DONE RIGHT.
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close-upview of ASICS
* No reviews about Gel-Cumulus - this is for a different shoe
Star ratings for quick take-away
Briefconsumerpersonalprofile
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close-upview of BROOKS
Quick, pre-setquestions forgeneral aggregate review summary
Questions about individual fitBrief consumer
activity profile
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close-upview of NEW BALANCE
Questionsabout individual fit
Consumerpersonal and activityprofile
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close-upview of NIKE
Brief consumer activity profile
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close-upview of SAUCONY
Questionsabout individual fit
Consumer personaland activityprofile
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WHAT DIDWE FIND?
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Many review templates ask consumers the same personal/activity details an in-store running shoe specialist might.
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THUS, if all the consumers reviewing a shoe have similar personal/activity details to your own, chances are you’re looking at a good shoe for you too.
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But whereas in-store specialists talk to hundreds of consumers, the shoes we looked at only got between 5-10 consumer reviews.
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Is this enough aggregated perspective to go off on?
The choice is yours.
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CONCLUSION
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THE BIG CONSUMER QUESTION:“HOW MUCH INFORMATION DO I NEED BEFORE MAKING AN ONLINE PURCHASE?”
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KYLE SAYS:
“The idea is that doing research can make you a bit of an informed consumer. But even the most informed consumer isn’t trying on the shoes.”
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even as a running shoe specialist, Kyle says he always uses the internet when he wants a new shoe.(he’s even used mobile sites to lookup shoe specs on the fly.)
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he just doesn’tbuy the shoes
ONLINE(He has to try them
on in-store to seal the deal.)
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BUT PEOPLE ARE CLEARLYSTILL SHOPPING ONLINE ANYWAY.
SO WHAT’S UP?Tuesday, July 16, 13
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INSTEAD OF TRYING TO SPEAK FOR THE PEOPLE,WE REALIZED WE HAD TO JUST LOOK AT OUR RESULTS AND ANSWER OUR INITIAL QUESTION:
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IN-STORE?measure up toDOES ONLINE
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THERE ARE 3 GENERAL COMPONENTS TO BUYING A GOOD
PAIR OF RUNNING SHOES:
RESEARCH
THE FIT
OUTSIDE OPINION
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PROS:
• Websites provide more product detail than is generally available in-store
• (Ideally) you can quickly compare specs between products
CONS:
• Because there’s no standardization of which product specs to display and how to display them, making quick comparisons across sites can be difficult
THE RESEARCH
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PROS:
• If you’re a running shoe connoisseur, there are apps that quickly recommend related shoes, and estimate fit
CONS:
• You can’t try them on
• Most companies don’t tailor their online fit guides to the individual foot
THE FIT
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PROS:
• Websites provide a variety of personalized review templates that bring consumers closer to others who’ve used the product
• You (potentially) have many perspectives, versus just one in-store
CONS:• Online reviews either get many perspectives or none at all; a running shoe specialist looks at hundreds of cases
• A running shoe specialist can ensure the shoe is right for the individual foot
OUTSIDE OPINION (via reviews)
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YESTHE ANSWER?:
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BUT DOES ONLINE FULLY REPLICATE THE IN-STORE EXPERIENCE?
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NOTHE ANSWER?:
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WHILE ONLINE CAN PROVIDE MUCH OF THE SHOPPING EXPERIENCE, WEBSITES MUST DO MORE TO PAY ATTENTION TO THE INDIVIDUAL CONSUMER.
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WHEN IT COMES TO PRODUCT SPECS, WEBSITES MUST FOCUS ON QUALITY, AVAILABILITY & CONSISTENCY.
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THEY MUST ALSO
PAY MORE ATTENTION TO FIT.
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ONCE THOSE THINGS HAPPEN,
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its up to theconsumerto decide.
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Tuesday, July 16, 13