For today's online-first shopping environment, New Balance unveiled its newest footwear flagship, which exists as its very first digital flagship store. The new site supports an enhanced customer experience with large imagery, editorial-style layouts and technical advancements to support seamless shopping experiences.
On the digital flagship, shoppers will find the brand-new Running Shoe Finder, which was intentionally crafted to provide the level of in-store guidance consumers are used to getting in person. With personalization in mind, the shoe finder asks five simple questions so that people can be matched with footwear that matches their running style, environment, and comfort preferences.
As events, pop-ups and product drops move online, consumers are looking for shopping experiences that help them interact with brands as they would in the real world.
Digital Footwear Flagships
New Balance Created a "Digital Flagship" for Online-First Experiences
Trend Themes
1. Enhanced Customer Experience - Creating digital flagship stores with large imagery, editorial-style layouts, and technical advancements to support seamless shopping experiences.
2. Personalized Shopping - Introducing tools like the Running Shoe Finder that use personalization to match consumers with footwear that fits their running style, environment, and comfort preferences.
3. Virtual Brand Interactions - Providing online shopping experiences that allow consumers to interact with brands as they would in the real world through events, pop-ups, and product drops.
Industry Implications
1. E-commerce - Opportunity for e-commerce platforms to create enhanced customer experiences by implementing large imagery, editorial-style layouts, and technical advancements.
2. Fashion - Disruptive innovation opportunity in the fashion industry by implementing personalized shopping tools like the Running Shoe Finder that match consumers with the perfect footwear.
3. Retail - Transitioning to virtual brand interactions and providing online shopping experiences that mimic real-world interactions for an engaging retail experience.