Swiss Running Brand’s Technology-Driven NYC Flagship Helps Customers Find the Perfect Shoe

Swiss-based running shoe company, On, is using technology to help New Yorkers find the best sneakers.

On’s Lafayette Street New York City flagship store is not only the first of its kind to offer consumers immediate feedback on their running styles to find the best fit, but it is also the first On shop in the United States. The facility can detect customers’ running styles with its technologically-driven “Magic Wall” that spans almost the entire store’s width and height, 62 x 9 x 3 ft.

As runners jog down the Magic Wall hallway, their gait-cycle is analyzed to match them with the perfect shoe for their running style. According to On, the customer only has to run for three seconds to get an accurate reading of 99.5 percent. The floor is also equipped with a foot scanner and depth cameras that measure the foot size to an accuracy of plus or minus 1.25 millimeters. Then, employees offer customers the best shoe style based on the results. This location carries every model, size, and color of every On shoe created. The 173 shoes are displayed on the other side of the Magic Wall for customers to browse. 

Shoppers who wish to try on apparel will experience changing rooms complete with an aroma that reminds tourists of the Swiss Alps and accompanying sounds. Once visitors start exiting the store, they pass by a 3-D printed boulder directly scanned from a real mountain that the On founders hiked by in the Alps. 

Throughout the store, if On shoppers are curious about a product or feature, such as the boulder model, they can directly scan the objects with their smartphones for instant information using NFC technology (Near-field communication).

New York City residents can also schedule a virtual shopping appointment. They will receive the product in two to four hours to try on at home before purchasing.

The On NYC flagship store is located at 363 Lafayette Street.

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Ema Gavrilovic

Ema Gavrilovic is a graduate of DePaul University with M. Ed in clinical counseling degree. Ema's career accomplishments include freelance writing, social media and PR consulting. In her spare time Ema likes to explore outdoors, cooking and yoga.