Unleashing The Potential Of Online Footwear Shopping

TEL AVIV, Israel, Nov. 22, 2016 /PRNewswire/ -- Israeli tech startup Fitfully recently announced its intentions to enter into a third beta testing phase, a public offering.  The company's Virtual Fit-as-a-Service (VFaaS) platform enables online shoppers to try on any pair of shoes - with accurate precision - directly through their mobile devices.

"The purpose of this beta," affirmed Roy Tertman, Fitfully's Co-Founder, "is to fine tune the platform's 3D algorithms and fit engine and bring it to a point of real-life, pinpoint accuracy."

SHOES AND ECOMMERCE: NOT FITTING

A former professional inline skater and frequent traveler, Tertman used to rely exclusively on online retailers to purchase skating shoes.  However, after being forced to return up to 80% of his orders, he would quickly realize what many others do: that the entire shoe sizing conversion method is completely irrational and unreliable.  Despite the unmatched convenience and selection it provides, 92% of consumers still do not shop for shoes online - with the inability to precisely fit being the main barrier.  This statistic is considerably low compared to other verticals in eCommerce. Upon discovering that only 65% of online shoe purchases are profitable, Tertman teamed up with seasoned CEO Batia Mach Shepherd and Computer Vision PhD Dr. Yirmy Kaminski to seize the opportunity.

MIMICKING THE IN-STORE EXPERIENCE

The result was Fitfully - a new virtual in-store sizing experience for shoe shoppers.  Fitfully's patent pending platform allows shoppers to scan their foot digitally using the mobile phone camera, and uses its exact size (and shape) to fit with any shoe available for online purchase.  It operates in full 3D - comparing over 25,000 points of your foot to the desired shoe when pinpointing a fit.  The various contours and areas of the foot, such as toes and bones, are therefore also able to be taken into consideration.  A proprietary set of computer vision algorithms then fixes blur, distortion, noise, lighting, and other elements of the 3D image before outputting it for sizing.  Just once a 30-second scan on any iOS or Android-powered device is all that's required to make confident online shoe purchases every time. This version of the beta will also include features developed by a recent PhD addition to the team, who specializes in creating mathematical models of human anatomy and bone structure including the foot.

Fitfully imitates the shoe sizing functionality of brick & mortar stores in a unique manner that competing platforms simply cannot match.  While other solutions use just two dimensions to compare the bottom of the foot to the bottom of the shoe, Fitfully compares the entire foot - and remains the only platform that can boast this.  Check out a few more features and benefits that make us stand out:

• Fitfully can pinpoint where the lack of fit is coming from in a detailed manner; for example, letting you know if it's too tight around the toes or too loose around the heels
• It utilizes anatomical and mathematical models that focus on bone construction and provide insight on how the foot moves inside the shoe
• Divides the foot into the 12 specific areas, designated according to industry fitting standards
• Designed to be a white-label virtual fitting solution that can quickly and easily be embedded on retailers' platforms to increase conversions

AT THE CENTER OF THE INDUSTRY

The proprietary specs that make Fitfully truly unique are a result of tireless research and development alongside industry experts.  Fitfully has been working closely with major footwear manufacturers for over 2 years - including Adidas and Schuh UK - to create an unparalleled user experience.  Thanks to feedback from approximately 1,000 beta users to date, Fitfully continues to be optimized and came in as a finalist during June's TechCrunch Disrupt Israel and The Journey, and a finalist at the global JOURNEY startup competition.

PREPARING FOR SOMETHING SPECIAL

Looking ahead, the team will continue to tweak its technology towards the 15-40 online shopper demographic they're targeting.  Consumers in this market segment, as well as those loyal to Fitfully's already-established footwear partners, will all get to benefit from the upcoming beta.

"The third testing phase will include our partners (Adidas, Schuh UK, and others) with other
brands being added soon, since the company is getting ready for commercial beta before launch of a full service," Tertman added. "It is open to the public for experimenting and testing."

The beta began on Nov 1st, 2016.  Both iOS and Android users can gain first access to it by downloading the Fitfully app through the App Store or the Play Store.

For more information about this story, contact:
Roy Tertman, CPO & Co-Founder
Fitfully
[email protected]
+972.54.757.9201

SOURCE Fitfully