As the footwear segment and the sneaker demand have grown significantly, a lot of retailers choose to handle their sneaker releases online, due to the ability of generating the desired hype around these sales, and the possibility of reaching a much greater audience than they would in-store. However, a great deal of attention has been pointed towards fraudulent activity and the use of bots, which are impacting online releases by stealing sneakers from the hands of real fans – causing a great deal of frustration among customers.
In this video, Queue-it’s CEO of North America, Phil Hanson, provides short insights into how successful retailers are handling sneaker releases. That includes bringing fairness to product releases, moving these popular sales from the physical store to online spaces.
Sneaker sales bring in big revenue for both stores and in resale value on secondary markets. That’s why online releases are popular targets for bots and malicious activity. Bots also have a penchant for frustrating for the most dedicated sneakerheads. In the video, Phil remarks that this creates a “hopeless feeling for some of them, that there's no chance they'll even get that sneaker because a bot will get it before them.”
The most successful retailers are trying to bring fairness to the releases by taking a stance against bot activity and investing in bot defense measures, including virtual waiting rooms. “We see that they are getting the most pairs of sneakers into the hands of real customers and earning trust and earning the value of that relationship, far beyond just Saturday's release,” finds Hanson.
If you’d like further insight into how market leaders conduct their online releases and why fairness is an important part of the process, read the full story here.