// Hotter Shoes continues to accelerate its digital transformation as it integrates AR into its app
// The shift to online transactions during 2020 has driven 90% of its new customers to be acquired through digital channels.
Hotter Shoes is set to become the first UK-based footwear brand in its category to integrate Augmented Reality in its app, enabling customers to try products for fit, colour and design virtually all from home.
The business has accelerated its transformation to become a digital-first retailer in the last 12 months, investing heavily in its AR functionality working since last year.
Hotter’s app now has many products available for virtual AR experiences and the retailer plans to add more product ranges as the business continues to transform its customer experience via digital platforms.
The launch of the AR app functionality coincides with the opening of the the retailers stores post Covid, where for the first time, each location has industry-leading 3D foot measuring technology, meaning that a bespoke shoe fitting service will be available for Hotter customers both in-store and at home.
Hotter Shoes chief commercial officer Victoria Betts, said: “We’re thrilled to be leading the way in the industry, as we continually focus on innovation to provide the very highest quality customer service alongside developing fantastic product ranges.
“Coupled with the technology now available across all of our stores, we will be offering convenience, precision fitting and high quality service every step of the way. Each of our stores will hold less inventory than before the pandemic as we recognise customers will expect a more experiential service than ever before when shopping on the high street.”
The retailer invested £120,000 into its app, in addition to the £250,000 investment in its footprint technology to deliver a precision fit experience to customers.
The shift to online transactions during the pandemic and Hotter’s investment in technology has driven 90 per cent of its new customers to be acquired through digital channels.
The shoe retailer has also reported a 40 per cent rise in transactions completed via its app, both on iOS and Android devices year-on-year.