Contexta rethinks online shopping and invents the children's shoe calculator
Together with Vögele Shoes, Contexta filled a gap in online shopping by inventing the children's shoe calculator. With a modest budget, they were able to gain a competitive advantage over the major players.
98 percent of children are born with healthy feet, but only four out of ten adults have healthy feet. This results in back pain, knee and hip problems and even spinal damage. The best health precaution for our children is therefore the perfectly fitting children's shoe. They should always be 10-15 millimetres longer than the foot itself, as the toes need room to roll.
No problem finding the right shoe in the shoe store. But when shopping online, this becomes a game of chance, as not every shoe brand measures shoes in the same way. That's why Vögele Shoes has measured all children's shoes by hand and invented the children's shoe calculator together with Contexta: Simply fill in the child's foot width and length (measure at the widest and longest point), receive recommendations accurate to the millimeter and order the perfectly fitting children's shoe stress-free.
This creates Vögele Shoes This gives us a strong competitive advantage over the big players such as Zalando and Sarenza. The first few weeks after the launch have also shown that many mothers and fathers buy a nice pair for themselves along with the children's shoes.
In addition to the children's shoe calculator, the Kids by Vögele Shoes portal provides mothers and fathers with helpful tips on healthy children's feet and suitable children's shoes. Contexta is responsible for brand positioning, the children's shoe online portal and overall communication. In addition to TV, web TV, banners and social media, the portal is also promoted via content marketing with well-known parent blogs. "The initial results are very positive," says Sabine Schwärzler, Head of E-Commerce and member of the Extended Management Board of Vögele Shoes. "With Kids by Vögele Shoes, we have created a springboard that will take us far ahead in the highly competitive online market."
Responsible at Vögele Shoes: Adrian Grossholz (CEO), Sabine Schwärzler (Head of E-Commerce), Dilek Sahin (Head of Marketing Communications). Responsible agency: Contexta. Production: Dynamic Frame, Zurich. Directed by: Christine Wiederkehr. Photo: Laurids Jensen. Website: UFirst Group, Zurich. Media: Mediaplus, Bern.
