We sell custom shoes but because all our shoes are designed for women, I've never had the opportunity to design and order a pair for myself! I'd like to note here that Mike and I designed our gladiator heel which has been our best selling design, a point of contention with Jodie. ;) And I may or may not have tried on a pair of these in size 44 which we had in the office at one point. But I digress, my point is I've never been able to design a pair of shoes I could wear day to day for myself, so I wanted to try that out in the NikeID store.
Many of our customers tell us when they order their first pair of shoes that they already have a number of other designs they're planning to order. I experienced the same thing, I loved the combination of blue and yellow, but I wanted something interesting that would go with my black jeans and black jacket. So I decided to put the blue and yellow idea on hold for next time and went with a base of black.
1. You can choose a second set of laces. I went with purple for my main set and ordered a pair of green laces as my second set.
2. You can choose text to be written on each shoe. Yusuke jokingly suggested "Left" and "Right" might make it easy for me to remember which shoe was for which foot. I thought I'd be "funny" and went with 'Left' on the right shoe and vice versa.
The in store experience certainly had a number of pluses over the online experience on it's own. I got to try on the shoes for size, Nike don't allow you to return the shoes if they don't fit so I'd been hesitant to order until now. Seeing the leathers and some finished shoes was nice. They also had some clever marketing in store:
- They had a number of materials that were exclusive to that store only, offering an even more unique design experience.
- They have a folder full of little cards with images of all the shoes people have designed in the store, including the customer's name and the name they gave the shoe. A little piece of me wanted to have my shoe in that folder.
- After I placed my order they printed an image of my shoe onto a plastic, credit card sized card. This is now in my wallet and I've shown it to a number of people which promotes NikeID.
- If I wear my NikeID shoes into the NikeID store within 3 months of receiving my shoes, I get a discount on my next pair.
I have to say, I thoroughly enjoyed the NikeID experience. After 18 months I finally experienced the same excitement that our customers describe to us when they're ordering their shoes. I knew logically that designing a pair of unique shoes for yourself is exciting but it was great to experience that for myself. After placing my order I then had a second experience similar to that of a Shoes of Prey customer. The staff member explained that shipping normally takes 2-4 weeks, but that with Chinese New Year approaching my shoes might take a little longer! That was definitely disappointing to hear. We're currently communicating an 8 week turnaround to our customers, up from our normal 4-5 weeks. Logically I know this is disappointing but it was fascinating to actually experience that myself.
The next day I showed Jodie a picture of my shoe. She politely informed me that I had done what the occasional Shoes of Prey customer does and had gone a little crazy with my new found designing power, she said a green sole, purple laces and pink polka dots on my shoe were all too much! Now I admit that does sound crazy, and I will admit that the shoes do look a little crazy, but hey, I wanted something different and unique to go with my black jeans and black jacket and I'm pretty sure I'm going to get it!
Anyone else ordered from NikeID and what do you think of my shoes?!