New Balance Launches Customized Service For Customers

Customized services seem to be a hot trend in the retail industry at present, from the use of initials to leather handbags to embossing to cosmetic products.

Private exclusive messages, even shoes, can provide personalized engraving services to users.

According to the world clothing shoes and hats net, a few days ago, the United States

Brand New Balance will also begin to provide customized services for the online and offline customers to participate in the design of shoes.

However, it is not enough to provide customized services to store customers simply by using an electronic business software on iPad devices.

"In a store, you can sit down and use a iPad to complete the process of customized shoes, which takes about 25 minutes."

New Balance electricity supplier and global channel leader Mary Halladay said.

Because if it's just to configure iPad in the store to make customized services, why not let users lie on their sofa comfortably in their homes and finish the process instead of letting them come to the store?

Halladay pointed out that at present, many footwear manufacturers can provide customized services on line and offline, including their competitors Nike and Adidas, but New Balance wants to do more, so they have introduced VR (virtual reality) experience in stores.

"We want to convey something to consumers through stores that they can't experience elsewhere.

At present, we have built VR experience zones in several flagship stores.

In its view, New Balance, which has a history of more than 100 years, is proud of its own insisting on making products in two parts of Maine and Cumbria.

But just by telling the story of the company's history and manufacturing process, the story has not been able to attract young consumers' interest in the brand.

Therefore, Halladay plans to combine New Balance's advantages in factory manufacturing with customized product services, and introduce VR technology in stores to show consumers how their customized shoes are produced.

Through this experience that allows consumers to feel the factory manufacturing process in person, New Balance can more directly convey their brand value to them.

It is reported that New Balance will also be multiple in the world next year.

The flagship store and 200 franchised stores tested the technology.

In addition, Halladay points out that opening a flagship flagship store is also important for the global growth of the company, but it is not necessarily reflected in the sales of stores.

"Last year, after adding flagship stores in the UK, Germany, Italy and Japan, we saw clearly the positive impact it had on local e-commerce sales."

Therefore, while introducing VR experience, New Balance will also open more flagship stores in Europe.

In the Chinese market, New Balance has also gained good results in the e-commerce platform led by Tmall. It will also open a new flagship store in Shanghai this year.

But Halladay hopes that the opening of the entity store can better shape and publicize the brand image, so as to attract more consumers to their own brand official website.

"The opening of this store is equivalent to that we have a huge billboard in Shanghai."

She said.

"If the sales conversion rate of a store is 2%, how do you prove the value of the other 98% customers who have not come to the store?" in her view, the real impact on the brand is not the 2% pformation, but the 98% that does not happen in the sales pformation.

"When they arrive at a store, they want to have more knowledge and understanding of us, which is the value that brands can pass on to them."

Therefore, the main purpose of opening a shop is not to sell.

According to reports, in order to accelerate the process of international electricity business, New Balance has worked with Salesforce Commerce Cloud, an e-commerce provider, which will help New Balance conduct specific business operations in various countries.

"This means that we do not need to build our own technology teams in every country.

The local IT staff cooperate with the system integration, but the support and business expansion of the whole back-end are centralized.

She explained that to build a website in China often requires a lot of manpower, but after working with Salesforce, you only need to hire some local IT experts.

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