I came across this cool site called "Shoefitr" which kind of bridges the gap between e-commerce and the physical world. It's main value proposition is to mitigate the huge shipping costs which companies like Zappos incur by offering a more precise way for consumers to purchase shoes online. Online retailers save on shipping costs and end customers benefit from a more accurate way of measuring shoes for their feet. In a nutshell, the site asks you to input the brand/SKU of the most comfortable shoe you currently wear, and then it cross-references that shoes with a huge inventory of shoes which they have 3D scanned. It's super cool and I truly believe e-commerce is heading in this direction.
Click on the video on the front page at www.shoefitr.com to see an illustration of how it works.
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