Web tools let shoppers build shoes their way.
Mark Brohan , Research Director
McDonald’s coined the slogan “Have It Your Way.” But what works in the fast food industry also works in online retailing. A case in point is the recently redesigned Reebok.com, the web store operated by Reebok International Ltd., a part of adidas Group. A new feature on Reebok.com offers shoppers a three-step process—choose, create, personalize—to build and design their own pair of shoes. First a shopper selects a style of shoe, such as a running shoe. Next the shopper selects a size and color. Then he can personalize the shoe, adding his name, for instance, on the heel. Throughout the process, the shopper sees images of the shoe as he builds it, and zoom technology lets the buyer see a detailed view of the individual elements, such as the sole.
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